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Fashion of the Fittest

Over a month ago, I, like many others around the world, began to shelter in place as a result of the COVID-19 pandemic. Forced to stay home, I adjusted my life accordingly with Zoom conferences, grocery deliveries or curbside pick-up, doing a few projects and a mix of anxiety for good measure. While all of this has been an adjustment, nothing prepared me for the fitness obsession that would take hold via Instagram and TikTok challenges. Suddenly, it was no longer about just staying home and surviving this pandemic, it was an all-out battle of who would emerge the best when this was over. This scenario was not only playing out in the confines of my home and mind, but also in the industry I had navigated for the better part of 20 years. Fashion retail is facing its greatest crisis yet and only the fittest will prevail. Strength, endurance, flexibility and agility all determine a person’s fitness level. In fashion retail, fitness is measured by brand strength, financial endurance, creative flexibility and operational agility. As brands are in the midst of change they have to assess their current performance level and implement an organizational workout plan that leaves old fashion systems

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