Category
Lifestyle
Assisted Choices
Trend cluster
Category
Retail
Pivot
Retail brands switch their production processes to provide for hospitals.
5.6
Trend score
Trend
What is the Retail Pivot trend?
Retail Pivot: As the COVID-19 pandemic continues to impact people around the world, issues like medical supply shortages are slowing down relief efforts. Retailers are aiming to mitigate this problem by switching production to create Personal Protective Equipment and medical-grade disinfectants for hospitals and medical staff.
Insight
The consumer insight behind the Retail Pivot trend
As people around the world try to navigate through social distancing policies instituted by governments to reduce the spread of COVID-19, an "all hands on deck" mentality has emerged globally. The personal sacrifices, both big and small, that people around the world are forced to make as a result of the pandemic have resulted in brands doing the same. Brands that choose to restructure production so they're contributing to current global deficits are able to make a difference while generating positive brand perceptions.
Trend themes
Themes within the Retail Pivot trend
Three behaviours holding the trend together01
Production Restructuring for Medical Supplies
Brands restructure their production to contribute in the fight against COVID-19, providing Personal Protective Equipment (PPE) and medical-grade disinfectants to hospitals and medical staff.
02
Luxury Brands Shifting Towards Medical Supply Manufacturing
Luxury fashion and footwear brands have shifted production to produce life-saving sanitary products like surgical masks to tackle the spread of COVID-19.
03
Production Change-Inspired Ads
New brands are promoting their shift in manufacturing processes through advertising campaigns that highlight the change in their production facilities.
Industry implications
What the Retail Pivot trend means for industry
Where the trend changes the playbookFor
Manufacturing
Manufacturing industries can take a cue from these retail brands to leverage their production capacities towards addressing social needs during pandemic situations.
For
Healthcare
Healthcare professionals can benefit from collaborations with retail brands to fast-track the production and supply of essential medical kits and PPE during emergency situations such as the current COVID-19 pandemic.
For
Retail
Retail industries can leverage their resources and reputations towards addressing social needs during pandemic situations, thereby generating positive brand perceptions and increased customer loyalty.
Workshop question
How is your brand contributing to COVID-19 relief efforts?
Trend signals
Trend signals for Retail Pivot
Trend score 5.6 out of 10, from popularity 86%, activity 75%, freshness 9%.
Popularity86%
Activity75%
Freshness9%
Audience
50%Men
50%Women
- Gen Alpha
- Gen Z
- Millennial
- Gen X
- Boomer (not a primary audience)
Market
North America
Europe
Asia-Pacific
Evidence
Examples of the Retail Pivot trend
4 featured examples from Mar 20 to Apr 3, 2020CategoryMarketing
Production Change-Inspired Ads
New Balance is Now Making Masks to Meet Supply Demand Amid COVID-19
CategorySocial Good
Luxury Surgical Mask Productions
Balenciaga and Saint Laurent Will Now Produce Surgical Masks
Disruptive innovation opportunity for luxury fashion brands to diversify their product offerings and contribute to healthcare during emergencies.
CategorySocial Good
Retail Giant-Made Medical Supplies
H&M Partnered with the EU to Produce Medical Supplies
Retailers can produce and distribute necessary medical supplies and donate to global health organizations to support pandemic response efforts.
CategorySocial Good
Skincare Medical-Grade Disinfectants
Nivea-Maker Beiersdorf Changes Production to Fight COVID-19
Other consumer goods manufacturers can look into producing medical-grade disinfectants and other protective equipment during times of crisis, contributing towards managing demand…
