How Sustainable Brands Can Navigate COVID-19: Letter From Our Founder
Hello Sustainable Brand Owner,
I hope you’re doing well and staying healthy during these crazy times! I’m sure we’re not the first business to write about COVID-19 (and we probably won’t be the last), but I wanted to send you some strategies, actionable steps and hope — all of which might be relevant for you and your business during these unique times.
Business owner to business owner, my heart goes out to you if you’ve cancelled events, temporarily closed brick & mortar stores, sent employees home, delayed a recent collection launch and experienced a dip in revenue. Given all these (negative) changes, I’m sure you might be wondering how you can navigate these uncharted waters. So, I’ve come up with some ideas for you.
Increasing Cash Flow:
If you haven’t already, encourage your customers to continue to support you online via e-commerce. If you have a product that you think would genuinely help people during these times (e.g. stylish work from home wear, comfy PJs, etc.) then don’t feel guilty promoting it
You can also issue gift cards to your customers. That way, you inject some short-term cash flow, your customers know that they are supporting you through this rocky time and your customers can redeem the gift card to receive product from you in the future
You can also consider putting up a support/donation button on your website
Lastly, look into any government grants, funds, etc. related to COVID-19 that you may be eligible for because you own a small business
Long-Term Strategies:
Ultimately, your long-term strategies should not change
Knock on wood, COVID-19 will pass (we’ll get a vaccine, perhaps the warmer weather will help the virus spread slower, etc.) but if you’ve planned your business properly, you shouldn’t be pivoting too much from what you’re already doing
The economy will also eventually bounce back so don’t make any hasty decisions right now
Take Care of Your Mental Health:
As a business owner, these times can be especially stressful, isolating and scary. However, don’t forget to take care of yourself. I thought it might be useful to share things I have implemented to help me stay (relatively) calm during these times:
Before, I used to meditate in the AM and PM, but now, I also fit in a lunch-time meditation to help break up my day
I have limited my news and social media intake to every other day, as I found that the overconsumption of (predominantly negative) coverage of what’s going on affected me emotionally
Despite gyms being closed, make sure you remain active so you keep your endorphins pumping! I’ve seen so many Instagram Live workouts and workout from home plans, so make sure you take advantage of those
And lastly, with the decrease in human connection as social distancing becomes more necessary, make sure you take time to video chat or call your loved ones
Answering some FAQs:
My production and mills have shut down… what should I do in the meantime?
This understandably must be quite stressful but take peace in knowing that you’re not the only brand that has been affected
The first course of action I would do is inform your customers (if necessary) that certain products will be indefinitely delayed
Next, I would stay in close touch with your production partners. Be there for them (this is probably a hard time for them as well) and use it as an opportunity to strengthen your business relationship
Beyond that, there’s little else you can do but take this time to decompress, think about the strategy of your business and perhaps get to some items that you haven’t been able to for a while!
I planned to launch a collection within the next few months, should I still do that?
In these times, I think it’s worth asking your community (you can simply do a poll on Instagram) if they want access to your product(s). At the end of the day, you need to keep your target consumer in mind
Additionally, if your products would help your target consumer (e.g. it helps them get through social distancing, working from home, etc.) then I wouldn’t feel too guilty or hesitant about launching - but again, ask your community!
If you feel weird/“guilty” about launching products right now, you could always wait, or even tie in a charitable component if you can to your launch
What should I be posting/talking about on social media right now?
Although it’s important to acknowledge what’s going on in the world and potentially talk about how it’s impacting your business, I wouldn’t dwell on it too much
Personally, I feel that everyone’s already getting so much COVID-19 news and information so the last thing people need is more of that
I would try to aim to be a beacon of inspiration, hope and joy if you in your community’s feeds
Again, we’re all facing this together and we will get through it. Here at Recloseted, all of us are here to support you during this time. If you have any additional questions, feel free to shoot us an email at hello@recloseted.com and we will do our best to help you.
Sending you lots of love and best wishes,
Selina
