Tadashi Shoji says e-commerce has saved his brand from succumbing to the pandemic

Record ID: 1659857

  • Title: Tadashi Shoji says e-commerce has saved his brand from succumbing to the pandemic
  • Date: 13th February 2022
  • Summary: SHANGHAI, CHINA (FEBRUARY 11, 2022) (REUTERS) (SOUNDBITE) (English) DESIGNER TADASHI SHOJI SAYING: (ON BUSINESS DURING THE PANDEMIC) "Logistically it's very hard, but it's very fortunate for us is because of COVID our e-com is increasing tremendously. That's helping me to survive in this COVID time. If we didn't have this strong e-com infrastructure for us I think, I think
  • Embargoed: 27th February 2022 04:55
  • Keywords: Tadashi Shoji collection designer new york fashion week runway
  • Location: LOS ANGELES, CALIFORNIA, UNITED STATES / SHANGHAI, CHINA
  • City: LOS ANGELES, CALIFORNIA, UNITED STATES / SHANGHAI, CHINA
  • Country: USA
  • Topics: Arts/Culture/Entertainment,Fashion,United States
  • Reuters ID: LVA006FYIBV4P
  • Aspect Ratio: 16:9
  • Story Text: Veteran designer Tadashi Shoji said that e-commerce has been keeping his brand alive during the COVID-19 pandemic and after closing all his stores.
    The Los Angeles, California based brand released its digital runway show during online on Saturday (February 12) during New York Fashion Week.
    Keeping cost low, the video was filmed in the company's cafeteria with creative lighting and editing.
    After closing all his stores, Shoji said he has been able to keep his business afloat with the success of e-commerce and custom sales.
    "Logistically it's very hard, but it's very fortunate for us is because of COVID our e-com is increasing tremendously. That's helping me to survive in this COVID time. If we didn't have this strong e-com infrastructure for us I think, I think our business went down."
    Shoji said this season he was inspired by 'boundless expression' and has added different silhouettes to his normal body-con repertoire.
    "Two seasons ago we started doing like, tailored garments, dress with a twist, draping. In the department stores it's not so much acceptable but in the e-com it's very well accepted," he explained.
    Menswear was the inspiration for many looks with stretch velvet, shimmer and slits providing femininity.
    The designer's signature draped tulle, lace and hand beading made the collection look familiar to his long-time fans.
    New York Fashion Week will end on February 16 with over 150 designers presenting their collections either live or digitally.
    (Production: Alicia Powell)
  • Copyright Holder: REUTERS
  • Copyright Notice: (c) Copyright Thomson Reuters 2022. Open For Restrictions - http://about.reuters.com/fulllegal.asp
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