The global fashion industry is undertaking a tumultuous ride in light of the Coronavirus pandemic which, for many enterprises, has been the catalyst of irrevocable financial disruptions. Major fashion capitals have had to adapt to a ‘new normal’, fledging to a new modus operandi in order to endure the crisis. Fashion weeks, in fact, have switched their format and the community of insiders hasn’t gathered like previous seasons due to the plethora of government restrictions put in place. For buyers, jetsetters whose task is to identify – likewise represent – world-leading brands, it’s been a shift marked by unprecedented challenges.
As seen over at Milan Fashion Week, an event that took place almost as normal (with over 30% of physical catwalk shows, as reported by the Wall Street Journal), the Italian fashion capital has skilfully cemented its mindset to new avenues of transformation. In Milan, nine partners coming from eight independent showrooms joined forces in creating Alined Network, a digital business portal dedicated to shops and buying groups. Created with self-financed curricula by the leaders themselves, the organisation’s versatility widens to a multiplicity of brands, guaranteeing a creative outline and re-assessing the role of the showrooms. “This is a time to change and rethink fashion,” highlights Livia Gregoretti, Co-Founder of Alined Network. “We wanted to ensure that we could build an initiative that considers the future of fashion and that defines its appropriate character and dynamics.” With a positive mindset and a plethora of brands in its roaster (approximately 200), the initiative introduces a broad spectrum of product search to new consumers, as well as delivers visibility through its digital portal. International brands and emerging designers are represented on its channels, activating a portfolio of innovative business contacts.
Moreover, as the pandemic caused a halt to organisation depriving them from travelling, Alined Network enables a remote reaching system in order for buyers to overview a myriad of offers of the founding showrooms and affiliates, creating an opportunity to schedule appointments with customers and worldwide buyers even from afar. “The new fashion business model of Alined Network lives in the sign of inclusiveness and openness. It lives in progress,” the notes remark. Overall, the portal encompasses clothing, home wear, accessories (footwear and bags), and fragrances, for a men and women.
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