Thai fashion brand Issue is turning the virus crisis into an opportunity with stylish fresh designs for the “new normal” era of safety-consciousness.
The leading brand is also focusing more on e-retail, offering online customers special promotions and exclusive privileges.
The digital age and Covid-19 pandemic had combined to create a new normal of everyday life in which everyone is concerned about health and travel outside the house, said Pupawit Kritpolnara, Issue’s owner and creative director.
Yet, fashion is still in demand as a force that rejuvenates and refreshes our lives, he added.
“After the crisis is over, fashion business will recover since entrepreneurs have learned to adapt. … I believe that there is opportunity in the midst of crisis. We foresee opportunities to adjust and shift marketing strategies to focus on e-commerce, which is open and unlimited. This strategy will serve the growth of our brand and fulfil our business expansion plan sustainably in the digital era, ” Pupawit said.
Among new Issue designs popular with online customers is the so-called Survival Cap, an embroidered bucket cap that melds fashion, art and technology and comes equipped with a UV plastic face shield to ward off Covid-19.
Also, Issue recently teamed up with Japan’s Wacoal (ISSUE x WACOAL) to launch a new collection of travel wear that doubles as chic pyjamas to suit the lifestyles of people staying at home to combat the virus outbreak.