• Rachelle Millar

Minis & Masks: Keeping up with fashion post Covid

Why you have to understand the art of marketing and selling stuff before you go racing to get a social media presence. And even if you did go for social media; is organic still possible in today’s social media algorithms? Answering this and more.

Rachelle Millar has 35 years in sales, marketing and understanding buyer psychology. She has taught sales for the last 20 years most especially after leaving the fashion industry and seeing the rise and fall of the mini skirt.

Literally the skirt’s hemline rose and fell throughout my life. I remember as a young high school student taking up my hem in the mid-80s. Then as fashions fell towards the knees in the 90s. The horror of the mini skirt as it tried to make it’s way back into our hearts in the new millennium and today as a pair of short shorts and the mini skirt are the de rigour, asking why would you wear anything different!

The thing that I really want to talk about is being to market at the right time.

You see, the issue was not when the mini skirt was right or not, it was about our ability as fashionistas to predict it’s timing. As we move out of Covid 19 and face masks come into fashion, it is not this that we are to predict. That ship will have sailed, the 3D printers would of taken care of that need right away. No it is about what and when are we ready for the next level of fashion and I am not just talking about clothing or footwear.

Fashion is not whether to wear a mini skirt or not and be seen as hip, fashion is about whether or not it is fashionable to go outside and be seen in less than six feet/2 metres of someone else. Social distancing therefore is the new fashion.

If this is the case, then what else might be the new fashion at the moment and what could be predicted going forward? In true fashion and marketers fashion (lol, see my pun?) then we will look back to look forward. Looking back we see old fashions come forward. Over the last few years I have noticed that the fashion of the 80s, mini skirts and Wayfarers (Rayban style) have come back into fashion, so 30-40 years later. What might have been fashionable in the 1800s may have been fashionable 100s of years previously. Who knows the time scale?

So, what was the fashion of marketing that we have only recently adopted; Social Media. Yes, social media has had its rise to fame. But actually, whilst the late adopters have finally taken up Facebook and we have all taught the Boomers how to be Zoomers, this is not going to be the new platform in the 5G/Covid 19, 2020 era.

And it will not be the same as what was emerging in October 2019 which was the use of groups to market in Facebook, there will be a new era for marketing through social media.

Online shopping also, is not the new thing. Many have been online for a long time. Yoga teachers may have moved to the online space. But is this a new trend, no it was quite simply supplying your same product quickly to the same market. When you are allowed to turn up to a yoga class, there will be some itching to come back and others not so. Have their needs changed since they started doing yoga in their own homes? Perhaps, perhaps they have stopped yoga all together? Maybe with less stress they didn’t need anymore!

So whilst there will be marketers that will state you should have a group or a page or followers in Facebook, Instagram or Twitter. Please stop and think? What exactly is it that you were trying to achieve in the first place and PLEASE START WITH THE END IN MIND!

If you have not got set up your easiest to market offer that buyers are capable to buy first, then just don’t even keep going on the rest.

So there are a few marketing principles:-

  1. The Product Adaption Cycle

  2. Growth/Share Matrix (BCG)

  3. The 4 P’s of marketing.


If you have a new product during or Post Covid 19 do not expect that it will be taken on straight away. Here are a few questions to think about:-

  • Who might be your ideal client in the current (low growth) market?

  • How will you get the first few sales and manage the Early Adopters?

  • How will you manage your client base when it starts to grow?

  • When the Early Majority come in, how will you automate your services or grow your business (new employees/contractors) to ensure that your new customers are taken care of?

  • When it moves into the late adopters phase, how can they still take advantage of your service/product in this phase without it costing you too much to make or deliver?

  • How will you envision the phasing out of that product, still service the laggards, but ensure that you get the full profits from it without it costing you the same as when you were encouraging the new customers/early adopters to the fold?

2. BCG MATRIX or GROWTH/SHARE (Cash Cows, Dogs and Stars, ?)

The Boston Consulting group’s product portfolio matrix (BCG matrix) is designed to help with long-term strategic planning, to help a business consider growth opportunities by reviewing its portfolio of products to decide where to invest, to discontinue or develop products. It's also known as the Growth/Share Matrix.

The Matrix is divided into 4 quadrants based on an analysis of market growth and relative market share, as shown in the diagram below.

  • 1. Dogs: These are products with low growth or market share.

  • 2. Question marks or Problem Child: Products in high growth markets with low market share.

  • 3. Stars: Products in high growth markets with high market share.

  • 4. Cash cows: Products in low growth markets with high market share