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Brands Combat COVID-19 With Video, Mobile — and a Dose of Stoicism

Mon 16 Mar 19:17 pm

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Fashion’s creative hearts and business brains have been making the best of a uniquely challenging situation.

The fashion world is pressing on despite coronavirus chaos, with designers, brands and business leaders defiant in the face of plummeting sales, displaced staff, factory closures and international travel restrictions that are hampering everyone’s day-to-day work.

Hunkering down wherever they’ve chosen to base themselves, whether it’s Milan, Florence, London or Paris, fashion’s creative hearts and business brains are making the best of a uniquely challenging situation, and thinking of different ways to keep the machine purring — and the money coming in.

“It’s like QVC — but better,” said Stefano Martinetto, describing Tomorrow London’s use of video to engage with buyers…