During a year full of turmoil, the fashion industry learned how to get their marketing right. During the pandemic, the fashion industry had to pivot and adapt to a more digital world. Many brands joined TikTok or formed partnerships to reach young shoppers by ramping up their sponsored hashtags and shoppable content. The added political upheaval also made it impossible for the industry to take a “neutral stance” when it came to issues like Black Lives Matter—especially if they wanted to remain in good standing with young shoppers. More companies were inspired to work with more Black-owned businesses, and organizations like 15 Percent Pledge urged retailers in the U.S. to stick with their promises of diversity and inclusivity. (Vogue Business)
