23.06.2020

N17 Creative Callings Seminar: Happy is the New Luxury

Held on Friday 19th June 2020 the N17 Creative Callings online seminar presented by Lauren Morrison covered mental health and the fashion industry during this difficult pandemic time. Lauren, founder of brand Mi-bambino and Trend Forecasting service Fashion-File, was spot-on with her presentation and delivery.

Aided by Jenny Holloway, CEO of Fashion-Enter Ltd, the 2-hour seminar included: 


1 – Mental health overview.
2 – How does mental health affect creatives in the fashion industry? And what can we do to ease anxiety and stress in our current climate.
3 – What impact has Covid-19 had on consumer behaviour?
4 – How will brands implement marketing strategies for future consumer behaviour – Maslow’s hierarchy of needs.

Engagement did occur with some of the participants confirming that they were feeling the anxiety of potential job losses, working alone, feeling isolated and the ups and downs of trying to run a business with little interaction and sales activity.

The second part of the seminar was much more about the facts and figures of what is happening now in the fashion industry, drawing upon big luxury names such as Gucci and their decision reduce the number of presentations each year and concentrate more on sustainable and ethical fashion. Lauren discussed how the pandemic has affected consumer behaviour and the marketing strategies brands are using to ensure future development and sales.

Lauren commented: “The ‘Happy is the New Luxury’ seminar identified the pressures within the fashion industry concerning mental health and wellbeing identifying guidelines to help relieve anxiety and pressures whilst going through the current economic and pandemic crisis. The seminar also discussed the landscape of consumer behaviour post Covid-19 and how this would help creatives understand the national and global landscape from a macro and microenvironment of how consumer behaviour’s have changed. This also gave a clear outline of how this will impact and navigate businesses going forward. The online seminar went really well and the participants were very engaged with questions and feedback.”

The N17 Creative Callings programme targets creatives working and living within the London postcode area of N17, the two-year programme is supported by the Mayor of London and the European Social Fund. To find out more click here.

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