Fashion designer Tadashi Shoji says e-commerce saved his brand during pandemic

Designer Tadashi Shoji speaks throughout an interview earlier than the exhibiting of his assortment throughout New York Vogue Week in New York Metropolis, U.S., February 7, 2019. REUTERS/Mike Segar

Feb 13 (Reuters) – After closing all his shops, veteran designer Tadashi Shoji stated he has been capable of preserve his enterprise afloat through the COVID-19 pandemic because of the success of e-commerce and customized gross sales.

The Los Angeles, California-based model launched its digital runway present on-line on Saturday throughout New York Vogue Week.

Maintaining prices low, the video was filmed within the firm’s cafeteria with inventive lighting and modifying.

“Logistically it is very laborious, but it surely’s very lucky for us due to COVID our e-com is growing tremendously. That is serving to me to outlive on this COVID time,” Shoji stated.

“If we did not have this sturdy e-com infrastructure for us I believe, I believe our enterprise went down,” he stated.

Shoji stated this season was impressed by “boundless expression” and has added totally different silhouettes to his regular body-con repertoire.

Menswear was the inspiration for a lot of seems with stretch velvet, shimmer and slits offering femininity.

The designer’s signature draped tulle, lace and hand beading made the gathering look acquainted to his long-time followers.

New York Vogue Week will finish on Feb. 16 with over 150 designers having offered their collections dwell or on-line.

Reporting by Alicia Powell; modifying by Diane Craft

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