Sustainability and Technology-Driven Marketing Practices in a Post-Pandemic Scenario: The Challenges and Opportunities for the Fashion Industry

The COVID-19 pandemic has impacted the fashion industry in the same way it has affected every other industry in the world. The unprecedented challenges brought by the COVID-19 pandemic to the fashion industry in the form of economic shutdowns and a high-level reduction in the sales volumes have thoroughly transformed the ways of thinking around successful marketing (D’Adamo and Lupi 2021). This drop in sales can be attributed to the rapid shutdowns of retail stores. However, the continued challenges of declined sales volumes are the result of the changing purchasing patterns of the consumers. It should be noted that the sudden arrival of the pandemic and the lack of preparedness of the industry caused it to suffer these challenges since the business models adopted by most of the industry players were inadequate in responding to the changed consumer behaviors.