Crumpler CEO Adam Wilkinson has revealed to Ragtrader how the business perceives the post-COVID-19 market, as well as how it had to adapt to continue trading.
Similarly to many fashion businesses, Crumpler experienced disruption to its operational framework during the lockdown and had to shift its focus to its digital channels to remain connected to its customers.
Featuring its own staff members, Crumpler rolled out a series of Instagram TV videos over 12 weeks, showcasing different Crumpler products.
Over the 12 videos, Crumpler garnered more than 32,000 plays, making the channel an important one for both consumer connection and product advertisement.
Wilkinson said that the digital channel became vitally important to the business over the period.
"COVID has stopped ‘life as normal’ across much of the world.
"At Crumpler, same as everywhere else, we had to adapt rapidly to the changes to make it through.
"We are a small yet versatile team. We all had to go beyond our comfort zone, resetting the tasks that make our roles to facilitate what the business and our customers needed with the limited resources.
"The focus has been our digital channel, to keep engaging with our customers on daily basis.
"We kept talking to them, showing the different faces behind the brand and sometimes also sharing the struggles.
"Our community has responded really well and we’re extremely grateful for their ongoing support," he said.
Coming out of the lockdown, Wilkinson believes that many consumers' priorities will have changed.
"When the pandemic eases, we acknowledge the world will not return to business as usual.
"This pause means that many consumers will reconsider their values around their purchases.
"We expect an evolution in their beliefs, therefore brands should think about their purpose and benefits which extend to society.
"Consumers will demand, now more than ever, transparency in understanding how, where and what their product is made from.
"We are proud of producing functional, top quality lasting bags, and we’re committed to do it sharing the journey with our community.
"From our design ethos to the sustainable materials, production operations and repair services between others, we are convinced we’re doing things right in our own way," he said.