Fashion preps for the longest summer ever

With the end of the pandemic in sight, brands and marketers are hoping for an extra-long summer season to compensate for months of stagnation.

Consumers are beginning, tentatively, to plan for a post-pandemic world. That means hope for the fashion industry too after months of slow sales.

But luxury marketers also face a new, more contagious strain of Covid-19 ravaging Britain and a lag in the global rollout of vaccines, making investments trickier.