RETAIL SECTOR RESPONDS TO COVID-19 WITH INNOVATIVE FASHION

Aside from innovative ways of practicing social distancing and contactless shopping – like introducing apps, virtual checkouts and even virtual trial rooms – the fashion retail industry has gone so far as to create anti-viral fabric…

The outbreak of the COVID-19 pandemic continues to reform the retail sector, which is adjusting to the ‘new normal’, creating a need for items that are fast becoming an integral part of every individual’s life. The sector in general, and fashion retail in particular have responded swiftly with brand new approaches as well as with the acceleration of trends that were already gaining traction pre-pandemic.

Aside from innovative ways of practicing social distancing and contactless shopping – like introducing apps, virtual checkouts and even virtual trial rooms – the fashion retail industry has gone so far as to create anti-viral fabrics–this after research released by the World Health Organisation (WHO), suggested that the virus (as well as certain bacteria) can remain active on garments for a couple of days.

We bring you some ways in which certain brands are using technology and innovating to enhance consumer confidence and experience, thereby increasing their sales in these unprecedented times.

Anti-Viral Fabric

Arvind Limited, India’s leading textile-to-retail conglomerate announced the launch of Anti-Viral Textile technology for the first time in India under its brand Intellifabrix.

Arvind has partnered with Swiss textile innovation leader HeiQ Materials AG in association with Taiwanese Specialty chemical major M/S Jintex Corporation to introduce this revolutionary antivirus technology in India.