Indian Fashion Companies Invest in Coronavirus-led Innovations

With coronavirus and subsequent lockdowns stopping end-to-end operations in India, fashion players are facing tough times. Many companies are projected to scale down operations, since this is the only way many of them will survive. A reduced demand for fashion due to home seclusion and social distancing norms has further impacted fashion companies in the country.   However, consumers are now aware that living with COVID-19 is inevitable, and are seeking ways to limit exposure. This is creating new opportunities for fashion brands through innovation in fabrics - offering masks, daily wear that is virus resistant, face shields and personal protective equipment. With global and domestic players already exploring this opportunity, the upcoming months will experience innovation that can help the recovery of fashion brands in India.Lots of brands claim to be number one… but can they prove it?At Euromonitor International, we help brands build trust through evidence-based research. Our claim validation service ensures your marketing messages are backed by real data. Stand out in a crowded market. Visit euromonitor.com/claims to learn more.