![]() This uncertainty causes a lot of panic everywhere, and we get that. Suppliers even have to speed up their production and retailers have to sell their collections even faster. Now entire production chains are shut down due to the COVID-19 virus. It also puts immense pressure on the supply chain. Retailers and brands are obliged to join the sale madness way too soon, collectively losing a lot of essential profit. Consumers are left puzzled, being pushed to buy their winter jackets in sale in autumn. If we don’t take action, the industry will continue its unnatural and unnecessary deadlines. And autumn/winter collections are launched during the hottest month of the year. Suppliers can’t keep up, and brands are already putting their spring/summer collections on sale, even before the natural season kicks off. If that’s not bad enough, we’re facing a deadly production and selling squeeze. Retailers had to close their stores, suppliers of raw materials had to stop their production and factories had to (partly) close their doors. The outbreak of the COVID-19 virus shut down the entire fashion industry.
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