Fashion designer Tadashi Shoji says e-commerce saved his brand during the pandemic

Designer Tadashi Shoji speaks during an interview ahead of his collection presentation during New York Fashion Week in New York, U.S., February 7, 2019. REUTERS/Mike Segar

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Feb 13 (Reuters) – After closing all his stores, veteran fashion designer Tadashi Shoji said he was able to keep his business afloat during the COVID-19 pandemic thanks to the success of e-commerce and personalized sales.

The Los Angeles, Calif.-based brand released its digital runway show online Saturday during New York Fashion Week.

To save costs, the video was filmed in the company cafeteria with creative lighting and editing.

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“From a logistical point of view it’s very difficult, but it’s very lucky for us because thanks to COVID, our e-com is increasing enormously. It helps me to survive in this time of COVID,” said Shoji.

“If we didn’t have that strong e-com infrastructure to ourselves, I think our business dropped,” he said.

Shoji said this season was inspired by “unlimited expression” and added different silhouettes to his normal body-con repertoire.

Men’s fashion has inspired many looks with stretch velvet, highlights and slits bringing femininity.

The designer’s signature draped tulle, lace and hand beading have made the collection familiar to her longtime fans.

New York Fashion Week will wrap up on February 16 with more than 150 designers showcasing their collections live or online.

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Reporting by Alicia Powell; edited by Diane Craft

Our standards: The Thomson Reuters Trust Principles.

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