# Responsive Industry The luxury fashion industry switches to virtual platforms in light of COVID-19. By [Mishal Omar](https://www.trendhunter.com/MishalO) | Published Apr 16, 2020 | Category: [Marketing](https://www.trendhunter.com/pro/category/marketing-strategy) Source: Trend Hunter, https://www.trendhunter.com/protrends/responsive-industry ## Key Figures - Trend score: 5.7/10 - Evidence articles: 4 ## What is the Responsive Industry trend? **Responsive Industry:** The merging of the luxury fashion industry with the digital space has taken place in the last few years, but now it's being ramped up as brands are forced to find new and unique ways to present their products. These reinterpreted virtual runways and lookbooks aim to mitigate COVID-19's impact on the fashion industry. ## The consumer insight behind the Responsive Industry trend As people face unprecedented disruptions to their finances and normal routines, industries associated with luxury are not exactly top-of-mind for most. However, the chances of disregard for luxury products and services decrease when brands within this space are able to pare down and become more accessible to customers--whether that's in messaging or in cost. Though consumers are currently dealing with enormous loss, the escapism that luxury brands can provide still holds value. ## At a Glance - Evidence: 4 featured examples - Articles from: Mar 20 to Apr 15, 2020 - Published: Apr 16, 2020 - Patterns: [Redirection](https://www.trendhunter.com/pattern/redirection), [Acceleration](https://www.trendhunter.com/pattern/acceleration) - Megatrends: [Experience](https://www.trendhunter.com/megatrend/experience), [Catalyzation](https://www.trendhunter.com/megatrend/catalyzation) ## Audience - Gender: 50% men, 50% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: North America, South America, Europe, Asia, Africa ## Themes within the Responsive Industry trend ### Virtual Fashion Shows As social distancing practices become more commonplace, luxury fashion brands are exploring virtual runway shows and lookbooks as a way to showcase their latest collections. ### At-Home Fashion Campaigns With the closure of studio spaces due to social distancing protocols, fashion retailers are showcasing their latest designs in more relaxed and personal spaces, such as the models' homes. ### Virtual Fashion in Games As more people are spending time indoors, video games such as The Sims are providing an outlet for fashion creativity through virtual streetwear options from luxury brands. ## What the Responsive Industry trend means for industry ### For Fashion The luxury fashion industry is exploring new ways to showcase their collections in light of social distancing practices, including virtual runway shows and at-home photoshoots. ### For Gaming As people spend more time at home, video game companies are offering new features and content, such as virtual fashion options and events in games. ### For Technology The merging of luxury fashion with technology continues to be a growing trend, as brands explore new ways to incorporate digital experiences into the customer journey. ## Workshop question How is your brand providing value to customers amidst uncertainty? ## Trend signals for Responsive Industry Trend score 5.7 out of 10, from popularity 85%, activity 78%, freshness 9%. - Popularity: 85% - Activity: 78% - Freshness: 9% ## Examples of the Responsive Industry trend 4 featured examples from Mar 20 to Apr 15, 2020. - [Quarantine Fashion Photoshoots](https://www.trendhunter.com/trends/vogue-italia-shoot): Bella Hadid's Vogue Italia Shoot Was Captured Via FaceTime (Category: Pop Culture) Implication: The fashion industry can leverage remote photoshoots and virtual collaborations to adapt to the changing landscape. - [At-Home Fashion Campaigns](https://www.trendhunter.com/trends/at-home-fashion): Zara's Latest Campaign Shows Models in Their Own Homes (Category: Fashion) Implication: Fashion retailers have the opportunity to adapt to current circumstances and connect with customers through at-home campaigns and virtual shopping experiences. - [Streetwear-Wearing Virtual Characters](https://www.trendhunter.com/trends/virtual-character): The Sims Invites Fashion Expression with Streetwear Options (Category: Lifestyle) Implication: Disruptive innovation opportunity: Integrate virtual fashion partnerships and collaborations within gaming platforms to offer unique and customizable fashion experiences for playe… - [Avatar-Modeled Fashion Shows](https://www.trendhunter.com/trends/digital-fashion-show1): Anaïs Jourden's Digital Fashion Show Features Avatars and Humans (Category: Fashion) Implication: The fashion industry can explore avatar-modeled fashion shows as a disruptive innovation to adapt to changing circumstances and reach global audiences. ## Recent trend clusters - [Assisted Choices](https://www.trendhunter.com/protrends/weight-loss-medication-support) (Lifestyle) - [Storyline Sips](https://www.trendhunter.com/protrends/themed-drink-menus) (Lifestyle) - [Bedtime Cocoon](https://www.trendhunter.com/protrends/sleep-sensory-blocking) (Lifestyle) - [Source Signatures](https://www.trendhunter.com/protrends/oak-finish-whiskey) (Lifestyle) ## Trending in Marketing - [Mystery Packaging Campaigns](https://www.trendhunter.com/trends/cow-not-laughing) - [Creator-Led Learning Series](https://www.trendhunter.com/trends/learning-series) - [Nostalgic Beauty Mascots](https://www.trendhunter.com/trends/bliss-girl-series) - [Athlete Beauty Ambassadorships](https://www.trendhunter.com/trends/athlete-beauty-ambassadorships) All articles: [Marketing](https://www.trendhunter.com/marketing)