# Retail Pivot Retail brands switch their production processes to provide for hospitals. By [Mishal Omar](https://www.trendhunter.com/MishalO) | Published Apr 6, 2020 | Category: [Lifestyle](https://www.trendhunter.com/pro/category/lifestyle-trends) Source: Trend Hunter, https://www.trendhunter.com/protrends/retail-pivot ## Key Figures - Trend score: 5.6/10 - Evidence articles: 4 ## 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. ## 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. ## At a Glance - Evidence: 4 featured examples - Articles from: Mar 20 to Apr 3, 2020 - Published: Apr 6, 2020 - Patterns: [Divergence](https://www.trendhunter.com/pattern/divergence), [Acceleration](https://www.trendhunter.com/pattern/acceleration) - Megatrends: [Catalyzation](https://www.trendhunter.com/megatrend/catalyzation), [Authenticity](https://www.trendhunter.com/megatrend/authenticity) ## Audience - Gender: 50% men, 50% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: North America, Europe, Asia ## Themes within the Retail Pivot trend ### 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. ### 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. ### Production Change-Inspired Ads New brands are promoting their shift in manufacturing processes through advertising campaigns that highlight the change in their production facilities. ## What the Retail Pivot trend means for industry ### For 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 for Retail Pivot Trend score 5.6 out of 10, from popularity 86%, activity 75%, freshness 9%. - Popularity: 86% - Activity: 75% - Freshness: 9% ## Examples of the Retail Pivot trend 4 featured examples from Mar 20 to Apr 3, 2020. - [Production Change-Inspired Ads](https://www.trendhunter.com/trends/making-masks-to-meet-supplies): New Balance is Now Making Masks to Meet Supply Demand Amid COVID-19 (Category: Marketing) - [Luxury Surgical Mask Productions](https://www.trendhunter.com/trends/balenciaga-and-saint-laurent): Balenciaga and Saint Laurent Will Now Produce Surgical Masks (Category: Social Good) Implication: Disruptive innovation opportunity for luxury fashion brands to diversify their product offerings and contribute to healthcare during emergencies. - [Retail Giant-Made Medical Supplies](https://www.trendhunter.com/trends/produce-medical-supplies): H&M Partnered with the EU to Produce Medical Supplies (Category: Social Good) Implication: Retailers can produce and distribute necessary medical supplies and donate to global health organizations to support pandemic response efforts. - [Skincare Medical-Grade Disinfectants](https://www.trendhunter.com/trends/medical-grade-disinfectants): Nivea-Maker Beiersdorf Changes Production to Fight COVID-19 (Category: Social Good) Implication: Other consumer goods manufacturers can look into producing medical-grade disinfectants and other protective equipment during times of crisis, contributing towards managing demand… ## 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 Lifestyle - [Mystery Packaging Campaigns](https://www.trendhunter.com/trends/cow-not-laughing) - [Multi-Benefit Protein Shakes](https://www.trendhunter.com/trends/comes-in-three-flavors) - [Creator-Led Learning Series](https://www.trendhunter.com/trends/learning-series) - [Accessible Fintech Pop-Ups](https://www.trendhunter.com/trends/chequing-account) All articles: [Lifestyle](https://www.trendhunter.com/lifestyle)