Fashion Branding Strategies in Context of the COVID-19 Pandemic

This work seeks to understand the evolution of the fashion sector during the pandemic of Covid-19 and the way in which branding helped fashion brands in the corresponding crisis. Although there are numerous and divergent challenges in times of uncertainty, there are always opportunities to be conquered, namely in an industry that has the ability to constantly reinvent itself, thus justifying this study based on the relationship of the tools made available by fashion branding. The objectives that are sought to be achieved are: to identify the evolution of the fashion sector, making a survey of three temporal spaces in order to understand how the pandemic accelerated the predicted trends; to understand the importance of branding in the way companies responded to the crisis; identify the solutions found to preserve the value of the brand in the face of consumer behaviour; to confirm the relevance of branding in the evolution of sustainability in fashion. To meet these objectives, the study used an exploratory methodology, based on the most recent bibliography to support the analysis and discussion carried out, having been divided into three periods, analyzing the functioning of supply chains, consumer behavior, sustainability in fashion and branding and strategies.