Fashion Collaboration after the COVID-19: Through Network Analysis
Identify current trends through examining the recent fashion collaborations by using network analysis and predict future trends that will emerge in the Post- Pandemic market.
The COVID-19 disease has brought enormous damage to both consumers and companies in the apparel industry. Many companies suffered from decrease in sales during the pandemic in 2020, and some were forced to permanently close their businesses. However, some survived and have continued to seek new strategies to develop in a new post COVID-19 environment. The purpose of this research is to find out where the apparel industry is heading by analyzing apparel companies` strategic cooperation, and collaborations through the analysis method of Network Theory. As a result of the COVID-19 pandemic, luxury brands became the dominant group in fashion collaborations, whereas the previous dominant group; street brands lost their leverage. The rise in online retailers, increase in collaborations with other industries and influencers, and positive results on unexpected collaborations, were also found through the network analysis.
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RHIMM HYUNSEONG
学歴
Durham University Business and Management