Who to support in online shopping during the pandemic?

The point of view of Claudia, manager and visual merchandiser of a monobrand e-commerce

By Claudia Matrisciano

The topic of online shopping has become, in the last month, not only an economic but also a moral one. Is it okay to continue shopping online? I must? I can?

These two verbs allow two ways: the "I have to" conceals a moral imperative, I have to do it because I have to help the brand to stay alive, to be able to give the salary to those who work and are committed all year round to be able to bring out a collection or a new product.

"I can" implies, on the other hand, a basic judgment by others. If I buy, then I could feel judged, people could tell me to be superficial, to not know how to recognize priorities in life, to be told that people are dying and that I, instead, think of buying a cream or a pair of pants.

We could say that both ways can be considered morally correct. I buy because I want to help or reflect on whether to buy because, ethically, I feel it is right to wait.

There would be several solutions though.

First of all by making a distinction between small-medium and large brands.

The online world of e-commerce is the world to which brands are clinging with their nails and teeth. Is this, especially for small and medium brands, the only real system that allows him to survive now?

Because, whether we want it or not, now it's about survival. Choosing to buy online is not wrong or unethical. It would be, however, in my view, more ethical to buy directly on the e-commerce of small brands or, in general, on the official e-stores of the brands. This means keeping those who created that product and its employees alive directly.

In that cream, in that blazer or in that t-shirt, there is often a year/a year and a half of work. The study of color, the study of the fabric, the choice of fabric, the fit, the production, the creation of the photographic material, the online publication, etc...

In every step of creation and production there are hours of work for many people.

Speaking of the big fashion houses, those who can afford to do it, however, are basing their digital communication not so much on their products (intelligently) but trying to keep their name alive. So they are just doing branding.

Moncler, for example, sends newsletters with positivity messages coupled with the possibility of allowing users to visit the archives of their most famous garments.

Visualizza questo post su Instagram

Apart but together. Tomorrow we begin a series of messages sharing warmth to the world by posting a retrospective about time spent together, time spent reflecting and time spent at home. #WarmlyMoncler #TOGETHER

Un post condiviso da Moncler (@moncler) in data:

Gucci, Armani, Bulgari, on the other hand, have reconverted their production and are now producing masks, suits for healthcare personnel and sanitizing gel. They are also working to raise funds for hospitals and for civil protection. The Attico, now renowned brand but of medium size, from April 4 has put on sale on its e-store the SS19 collections and some pieces of the FW19. The proceeds will be donated to hospitals and Civil Protection. A way to help, but also to put the product back into circulation and act on the inventories that, now more than ever, weigh on companies.

Visualizza questo post su Instagram

We are live! #TheAtticoDoorIsOpen #DoorIsOpen

Un post condiviso da THE ATTICO (@the_attico) in data:

The fashion world does not seem to have stopped at all, on the contrary, their image for these actions is being strengthened.

After all this we are not here to say what is right to buy or not but perhaps it is better to reflect on who we buy that product from.

Sometimes a dress, a t-shirt are not just a piece of cloth, perhaps they are a lifeline for someone and also a bit for ourselves.