The Covid-19 pandemic severely impacted the fashion industry as many people stayed home instead of shopping. New digital channels like touchless technology, improved mobile apps, social media platforms, and live streaming became important ways to promote and sell fashion products. Live streaming allowed brands to showcase products, answer customer questions, and run promotions to increase sales and trust. Popular platforms for live streaming included Instagram, Facebook, Twitter, and LinkedIn, which influencers and online shops utilized to engage customers and make more sales than events like Black Friday. Live streaming created genuine human connections and engagement that informed trends and led to purchases.

1. Running Head: FASHION MARKETING
contacts:dorineadalyn@gmail.com
Covid-19 new retail channels
Covid-19, a very lethal virus, struck with a bang, affecting a wide range of people and
companies. The fashion business was also severely impacted, as many individuals decided to
stay at home rather than go out and shop. As a result, new ways to promote the products had to
be invented to ensure that the industry stayed alive for its part and parcel of our lives.
Touch-free technology had to be invented to avoid physical contact and social
interactions that may discourage consumers from purchasing items. Applications of different
companies were made more efficient and easy to use while assessing different products offered
by the company. This has increased the sales and ensured that some products that were not fast-
moving could move as well in the market.
Social media platforms entertained people during the covid-19 and ensured that people
were updated with new fashion and trends. Almost all the social media platforms introduced live
streaming to upgrade their applications, but it came as a blessing in disguise since many brands
use it to their advantage to market their products. In addition, many consumers have welcomed
live streaming because it allows them to communicate with their favorite brands and form a
personal connection, leading to increased trust in their products.
Streaming live has obvious advantages: vendors may use video to explain their
product(s), answer customers' inquiries promptly, and even run live promotional offers to entice

2. 2
FASHION MARKETING
customers to buy. It also offers a way to deliver the brand experience via the internet and
reassure customers about product quality and provenance.
Types of live streaming commerce
Several social media platforms have embraced live streaming; these include Instagram,
Facebook, Twitter, and LinkedIn. Instagram is the most popular for many people to follow
closely. It has given a platform to upcoming businesses and brands and the existing brands to
expand their wings. In addition, many brands do live streams from time to time on their new
products and existing ones, enabling people to be familiar with different brands of one choice.
Social media Influencers have gotten out of their way to ensure that they promote
different brands according to the specifications they want; these have enabled them to generate
income for themselves and increase sales of different brands. In addition, the influencer's often
Livestream as they showcase the different products and use them to achieve different results and
looks. This creates trust on the consumers' side, and those obsessed by some of the celebrities
buy because of their fan love towards them and not because they need them.
Online shops such as Alibaba make more sales than they used to make on Black Friday
because they have employed new advertisement methods. Creating online shopping enables
people to buy from different brands while getting large discounts on the products they purchase;
these have made many earn for the live shoppings because they can acquire something they have
desired for a very long time at an affordable price. On the other hand, applications like Pinterest
have also taken up the industry by providing options for different ideas to do things and the exact
location one can access different products. Moreover, the videos they offer are entertaining and

3. 3
FASHION MARKETING
educative at the same time. Still, the best about them they also share locations, and one can also
purchase different products according to the link provided.
Importance of social media live streaming
Livestreaming creates a genuine relationship between the viewers by how they interact,
and in most instances, people join live streams because of their interest in the person doing it.
Livestream provides engagements of a high level for brands or even individuals that often lead to
many purchasing or appreciating products. In addition, many people love being up to date about
different trends, which is why live streaming on social media is important.