The Use of Social Media in the Fashion Industry During the Post-COVID-19 Period: Evidence From Central Greece

1.1 The COVID-19 Pandemic

With the virus spreading at an alarming rate, many countries took the bold decision to limit social interaction. To do this, they implemented various measures ranging from canceling large gatherings, closing schools and universities, and even temporarily suspending business activities (European Commission, 2020). In the areas that imposed these closures, many retail stores and services also had to close. Due to rising unemployment and limited employment opportunities, consumers started to face significant financial uncertainty. As a result, meeting their shopping needs became a challenge and online retail was considered the only viable option (European Commission, 2020).

The pandemic will likely have a lasting impact on consumer behavior, which could negatively impact businesses. It is imperative for e-commerce companies to learn how consumers behaved during this time so they can maintain an edge over their competitors. While online retailing of Greek clothing has grown steadily over the last ten years, the pandemic has had some mixed effects on online retailing. First, it may have caused complications with supply chains, but on the other hand, more customers have shopped online due to the containment measures that have been put in place (Emmanouil, 2021). The unpredictability of the apparel industry means that business models rely heavily on rapid response to market changes, as large sales are crucial (Cachon and Swinney, 2011; Tokatli, 2008). Consumer demand can change quickly and apparel companies must respond quickly to remain competitive. To maintain their edge, reliable information on consumer demands is vital at all times, even in the face of the COVID-19 pandemic. The ability to predict consumer behavior is especially crucial for apparel companies right now.