Published by Financial Times on 8 April 2020

The path forward for digital natives is an uncertain one amid the ongoing pandemic.

At first glance, fashion brands born online might seem the best positioned during a crisis that has sent consumers into their homes for an indefinite period of time, unable to shop at stores in real life and desperate for connection with the outside world.

But the race to secure cash among retailers may have lasting implications for smaller brands, many of them digital upstarts that have been operating at a loss. It was the potential for growth, after all, that enticed investors to jump onboard, sinking massive amounts of capital into marketing and attempts to attract new customers. In troubled times, bottom line profits can become all that matters.

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Full article: The future of digital fashion brands in the era of coronavirus