With the COVID-19 pandemic leading to more uncertainty than ever for businesses, prioritizing innovation has been a challenge for most. Proving that inspiration can come from unexpected places, these examples showcase brands that have innovated during a time of chaos and unprecedented change.
Adapting to times of crisis, both casual and high-end fashion labels have stepped up to aid medical workers when mask supplies ran low at the beginning of the pandemic. While Nike created protective face shields for medical professionals, NYC-based label Pyer Moss set up a medical donation center inside its design studio. Moreover, tech brands like Sony launched unique initiatives encouraging safe social distancing -- like Sony's 'Play at Home' campaign that offered free games for Playstation 4 users.
Other notable examples of innovation in the New Normal include beer brand Desperados' virtual parties, hosted in partnership with elrow and Peleton's app trial extension which went from a 30 day testing period to 90 days in light of COVID-19.
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Innovation in the New Normal
Businesses are Finding Inspiration During Uncertain Times
Trend Themes
1. Adapting to Crisis - The COVID-19 pandemic has pushed fashion labels and tech brands to find innovative ways to help during the crisis, such as creating protective equipment and encouraging social distancing.
2. Virtual Experiences - Brands like Desperados have embraced virtual parties as a way to connect with consumers and create unique experiences during the pandemic.
3. Extended Trials - Companies like Peleton have extended their app trials in order to provide more value to users during the New Normal brought on by COVID-19.
Industry Implications
1. Fashion - The fashion industry has an opportunity to continue innovating by finding ways to support communities and essential workers during crises.
2. Technology - Tech companies have the potential to disrupt the market by launching initiatives that promote safety and enable virtual experiences.
3. Entertainment - Entertainment companies can explore virtual events as a way to engage with consumers and create unique experiences beyond traditional formats.