With the Covid coming, we have become aware of our vulnerability. The coronavirus have barged in suddenly in our lives without any racial, religion or social classes distinction. It’s about a collective and global experience that emphasizes our interdependence.

1- Which effects on the society ?

The Covid-19 has an effect on every aspect of our society and on every dimensions of development.

The emergency is here and concerns hundreds of thousands people, who need an urgent answer. However, public resources are limited. In Spain, there was the answer from some companies, NGO and private individuals, who have been trying to close that gap.

Inditex have distributed nearly one million and half masks and more than 70.000 protective jumpsuits for an integral security. Moreover, that multinational of textile have put its logistical, supplying and commercial management resources, at the disposal of the government. Mango donated 2 millions masks, El Corte Inglés, through its foundation Ramon Areces, gave bed linens used in the Ifema hospital installations. SEAT dedicated a part of its installations to the fabrication of respirators in the factory or Martocell (Barcelona).

The coronavirus crises has waken up the collective intelligence at the service of new forms of solidarity. But the road will be long and difficult, and we barely have started!

Solidarity initiatives in Majorca

2- New consumption’s habits

The covid have also changed our consumption habits. During the past few years new technologies have changed our models of consumption, but the quarantine and the obligation to stay at home, have consolidated the trend.

The companies weren’t prepared optimally for that « boom » and couldn’t always be able to answer to the high demands of online buyings.

The sectors the most promoted have been the sanitary products, the streaming services and the food industry. The food distributors have been overwhelmed of online buyings.

The eco-friendly buying of local and ecological products for its home-delivery have been where the companies were be able to lean on. The local products have been one of the main options when filling the fridge and the pantry was at stake. The coronavirus promotes the neighborhood store. However, fashion industry was the sector the most impacted by the coronavirus, linked to the lack of the consumers’ motivation to buy that kind of products in such a pandemic period. Fashion is definitely not in the head of the consumer. We talk about mobility, travels, health and skin care, but not about fashion. In fact, that’s really the last concept we are dealing with.

With the measures confirmed the consumption of shopping has disappeared, because the « pleasure-buying » of a more hedonist consumption, can’t happen with confined people. The consumption has been reduced to the satisfaction of our essential needs, subjected to our necessity to live.

But it’s also true that despite of the difficulties to go on grocery shopping, Spanish people prefer doing it in real shops and retailers must take advantage of it. They will have to adapt to this situation and become retailers « more connected ». They will have to adapt to this new client more digital and promote online sales.

Since the last past few years, the fashion industry was already having a turning point and trying to be reoriented because of the globalization and the rise of online sales. The coronavirus has just accelerated the process.

From a short term prospective, here in Spain, what really works is lingerie and basics. But the entertainment, leisures, and trends consumption, more linked to the touristic industry, suffers a lot because of the effects of the sanitary crisis.

During the past few weeks, sectors such as sportswear or technology have had a bounce back. We have been from the sales of stationary exercise bikes from the sales of fitness products to do exercise at home or in the garden. There was also the rise of clothes, shoes and accessories for sport sales.

It’s sure that online buying knows a rise that are going to accelerate in the future.

3- A change in general behavior and physical and sports activity

Few sport clubs open. People started to exercise in parcs like tomorrow doesn’t exist.

Following the healthy way of living of Spanish people, we are now also observing a change regarding the general behavior and the physical and sportive activityFirst at home and ever since Spain started the deconfinement, many people were going out for running. They have shown in public a new social value, in rise since the Covid-19: a healthy way of living to face the coronavirus.

Associated to a « healthy way of living », we find the basic of the Athleisure fashion success. The past few months, Zara, Mango and H&M have joined this trend, accelerating and giving a growing place to their sport collections, with all sorts of combinations: pants-sport and hoodies, tops & jeans, sportswear tracksuits… Because during the confinement, most of Spanish people have made comfort more important that elegancy and sophistication. Even the telecommuting haven’t prevented this transformation in fashion.

With phase 2 of the deconfinement, this trend have been consolidated. For example, because of the growing volume of sales and in the eventual expectation of a new pandemic, Oysho Sports has created online boutiques parallel for sport clothes.

4- Impacts on mobility

And finally, the pandemic did have a strong impact on mobility. The fear of new infections have transformed the way people move. The public transportations are the most penalized. Car is conceived as the most reliable medium, but the « boom » as a solution for urban mobility was biking or other private means such as the electric scooter.

Thus the local production, the commitment towards durability, the innovation and the digitization are as many aspects to take into account for companies in their development strategies, highlighted by the new reality.

5- Current situation in Spain and “new normality”

The pandemic of coronavirus was slowing down in Spain but in July, the speed of rise is alarming. Catalunya has become the main household of contamination. The government of this community reacts imposing to wear masks in all public spaces and at work, but also with sanitary prevention measures and the mandatory distanciation of 1,5 meter at least.

Spain is fearing the second wave. For now, hospitals are staying careful and above all, they are concerned with having all the right equipment, material and reinforcement staff.

The health department informs that in primary health centers the normal situation won’t come back for net year.

6- Trends for the future

  • Telecommuting
  • Webinars
  • Click and collect
  • Showrooms stores
  • DTC
  • Electronical sales (really important challenge for Spain)
  • Cashless
  • Retail tech
  • Self-caring
  • The Omnicanal – big challenge for the retailers- in order to succeed better in the e-commerce. It’s about completing the integration.

ALEJANDRO PUIG
SPANISH AGENT - CARLIN CREATIVE

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