Source page: McKinsey & Company
Commentary
Digital communication with customers is key to fashion companies’ survival
COVID-19 | Digital | Retail
May 22, 2020 – With their customers increasingly online, fashion companies need to engage them with authentic messages over email, social media, and other digital channels—even while most people aren’t currently spending.
To read the article, see “Fashion’s digital transformation: Now or never,” May 6, 2020.
customizer here
Visual form
Stacked Bar / Stacked Column and Single KPI / Metric: activity-change columns with fashion-behavior callouts.
Layout / body structure
The main chart uses one stacked vertical column per consumer activity. Each column is divided into increased, stayed the same, and decreased time spent, and the large percentage callouts beneath the chart connect the broader online-behavior shift to fashion browsing and brand expectations.
What is being compared
It compares how consumers changed time spent across activities such as texting, reading news, social media, video content, gaming, and work-related activity during the crisis. The lower metrics compare specific fashion-related digital behaviors and expectations.
Measurement system
The stacked columns measure percent of respondents in each change category. The lower callouts are also percentages, but they summarize selected fashion-specific behaviors rather than the full activity grid.
Visible structure inside the graphic
Digital and media activities have large increase segments, while print news and work-related activity show larger decrease segments. The separate callouts sit underneath as high-emphasis metrics tied to online fashion discovery and brand tone.
Main takeaway from the visual
The chart shows why fashion companies needed to stay close to customers digitally. Consumer attention had moved toward online channels, and the callouts show that fashion inspiration and post-reopening browsing were also shifting online.
Key standout values or extremes
The callouts highlight 35 percent browsing fashion inspiration online, 22 percent expecting to browse more online after stores reopen, and 10 percent expecting brands to avoid promotion during the crisis.
Controls / sequence, when applicable
This is a static stacked-column chart with KPI callouts; there are no in-chart controls to operate.
Companion media, when applicable
There is no separate companion audio or video; the stacked-column chart and callouts are the full visual on this page.