Due to Covid-19 Pandemic all over the world. It created a gap between worker’s and office. To make work from home (WFH) fashionable, websites of lifestyle and fashion brands have added WFH pop-ups that help shoppers to browse outfits for conference calls, dressing and loungewear.
For work Couches, kitchen counters and even bedrooms seem to turn into office space. Top fashion and lifestyle retailers are turning adversity into opportunity–WFH wear is a new category on their websites. The lockdown has led to a surge in inventory, forcing brands to innovate.
About half a dozen firms including Myntra, Lifestyle, Shoppers, Hennes & Mauritz (H&M), Madura Fashion & Lifestyle and The Label Life are showcasing their spring-summer collection, as stylish WFH clothing. Companies say this could become a regular fixture even after the lockdown ends. Myntra is engaging its users by prescribing dress codes such as light-coloured shirts for client calls, colourful blazers for virtual meetings and comfort essentials such as T-shirts, hoodies and jogging suits to wear at home.
“The new vertical is meant to engage consumers in navigating WFH situations wherein they are facing a large audience on camera,” said Vishak Kumar, CEO of Madura Fashion & Lifestyle. “We plan to make this vertical a permanent feature and increase selection as this culture of WFH is likely to gain momentum.”
Madura Fashion has added a new pop-up on its Peter England brand site that directs potential shoppers to curated options of all-day clothing for remote working and virtual meetings. While they aren’t accepting orders yet—deliveries are currently confined to essentials—the brands are optimistic that merchandise will be added to shopping carts to be dispatched once the lockdown ends.
