With stock worth $2.6 million piling up — and no end to coronavirus confinement in sight — C&A France’s CEO Charlotte Neuville hatched a radical plan to save the season. She called the company’s 1,700 employees in France and asked for volunteers who were willing to work for no pay, making face masks instead of T-shirts. Nearly 250 employees signed up — and produced 300,000 masks in just six weeks. **A New Revenue Stream** It’s an increasingly common tale in fashion: the pivot to mask making. As the coronavirus pandemic forced stores to shutter and disrupted global supply chains, brands large and small raced to help with the acute shortage of personal protective equipment (PPE). Some, such as Burberry and Kering, have donated millions of masks. Others, like the Los Angeles Apparel company and New York designer Christian Siriano, have sold them to consumers and healthcare workers. For C&A France, mask making has become a lifeline. The company is now selling 50,000 masks per week to French hospitals and businesses. The revenue has helped to offset losses from the closure of its stores, which are expected to reopen in May. Neuville says the company hopes to continue making masks even after the pandemic subsides, as a way to diversify its revenue streams and respond to growing consumer demand for sustainable products. **Sustainability in Fashion** The fashion industry has long been criticized for its environmental impact, and the pandemic has only exacerbated the problem. With stores closed and consumers buying less clothing, unsold inventory has been piling up in warehouses. Some brands have been forced to destroy excess stock, which has raised concerns about sustainability. Mask making is one way for fashion companies to reduce waste and give new life to unsold garments. In addition to C&A France, other brands such as H&M and Zara have launched mask-making initiatives. **A Return to Basics** The pandemic has also forced fashion companies to rethink their business models. With consumers increasingly shopping online, brands are having to adapt to a new reality in which physical stores play a less important role. For C&A France, mask making has been a way to keep its employees engaged and productive during a time of crisis. It has also helped the company to build a stronger relationship with its customers, who appreciate the brand’s commitment to sustainability. Neuville believes that the pandemic will have a lasting impact on the fashion industry. She says that consumers will be more focused on sustainability and value in the future, and that brands will need to adapt to meet their changing needs. .
Inside a French Fashion House’s Race to Save Thousands of Garments From Lockdown Losses
