A Literature Study of Behavioral Changes in Clothing Design Firms Before and After the Epidemic Shock

Clothing companies have been under much pressure these past few years in the face of the sudden onslaught of epidemics. Customers were unable to buy, and businesses were unable to sell. This paper aims to study and analyze the fundamental shift in the sales format of apparel companies before and after the epidemic, from offline sales at the beginning to online sales during the outbreak and finally to the combination of online and offline sales modes after the epidemic. Literature studies have found that online and offline sales are the most suitable for the current economic situation and market. Four different apparel companies are mentioned in the paper as the most examples: Prada, Zara, Chanel, and Adidas. Policymakers should encourage the development of online e-sales to improve the current economic efficiency through better access to user information through digitalization, and policy should provide relevant support, taking into account the sales of offline brick-and-mortar stores.