Mediatization Altered and Accelerated

Photo Image: The Temptation of Luxury

March was the beginning of an unprecedented season of change that would affect us worldwide. Retail stores have closed due to the pandemic, laying off or furloughing their associates and forcing them to shift gear to online sales. With the unemployment rates skyrocketing, many of whom receive compensation are getting more than they would if they were working their regular 9-5 job. The average unemployment receiver makes $2,400 month. Along with rent freezing and delays on bills, shoppers can afford to spend the money on brands they wouldn't usually shop at.

Online shopping has always been a go-to because the only thing standing between you and your desired product is the "PLACE MY ORDER" button. For most shoppers, online shopping is perfect for those who value convenience. But now, COVID-19 has altered our way of life and forced us to incorporate social distancing in our everyday routine. Now, we have been more aware of our surroundings and become vigilante germaphobes.

" A survey of 1,200 consumers in late March 2020 by research and consulting firm Retail Systems Research found 90% of shoppers were hesitant to shop in stores because of the coronavirus and 45% expected online shopping would be a necessity for them during the crisis" (Davis 2020).

The fear of contracting the Coronavirus will linger for some time, causing many to retreat to online shopping. Online shopping will not only be a mode of convenience but a tool to keep consumers healthy and safe. This is where mediatization comes in! For brands like Fashionova and Nike to remain afloat, they must use mediatization to increase their sales profits. Mediatization is the long-term influence of the media on popular social platforms that promote meaningful and creative interactions in the cultural sphere.

Since mediatization has accelerated, sales for fashion companies have corresponded with these changes. The rise of fashion influencers and bloggers who share their knowledge of fashionable aesthetics aids the company's economic sustainability.