In this final episode of the season, we look at a fashion technology that has the potential to fundamentally change the way consumers try on clothing. Haniff Brown, co-founder of FIT:Match, shows us how contactless apparel shopping works, what today's consumers think about it, and the opportunity COVID-19 represents for this long-promised, but never-quite-caught-on tech.

Jess Fleischer admits that his brand – Son of a Tailor – wasn't initially a great success. But he and his team persisted. They followed customer feedback and built a better product for a very specific sort of customer. Five years later – based on the simple value proposition of custom, fitted and tailor-made T-Shirts – they've not only survived but thrived… and have weathered the COVID-19 crisis pretty well indeed. You'll learn about the consumer segment that buys a higher-quality, better fitting T-Shirt and what to do when your brand doesn't immediately find success in the market. Jess also gives some keen insights into how adding up "the simple things" can serve as an effective Unique Selling Proposition.

Gucci, Omega and Barneys New York are just a few of the well-known brands Christopher Lacy has worked with. Over 20+ years in the business, he has developed a specialty in creating amazing customer experiences – especially for affluent clients. He now shares that expertise as a consultant and educator at Parsons. In this interview, Christopher shares a marketing campaign (for Barneys) that drew in scores of younger affluent consumers… and successfully turned them into long term customers. He discusses what it takes for luxury brands to authentically connect with their customers in the age of Corona. And what he's telling his students at Parsons as they enter a very uncertain future in the world of fashion.

Sabinna Rachimova might never have become a fashion designer, having been rejected from her first-choice fashion school. But she persisted and the fashion world is richer for it. As well as managing her own eponymous brand, she lectures at the London College of Fashion and has worked with the Fashion Innovation Agency. She talks about the trouble with trying to rollout a new (fashion) technology when consumers just aren't ready for it and how to build a long-term relationship with customers during a pandemic (including one simple program virtually any brand could use themselves). Plus, we dive into what technologies are likely to become ever more prominent in the months and years ahead.

For most of the fashion world, COVID-19 has been nothing short of a disaster. But, as Kerry Murphy attests, within crisis can come opportunity. His Amsterdam-based firm, The Fabricant, works with brands of all calibers to create purely digital fashion products. In a world where consumers can only engage with us online for the near future, The Fabricant's platform has become very popular indeed. In this interview, he answers a very common question: Who actually buys digital fashion? Kerry shares what it takes to create a purely digital fashion piece. And he talks what sort of brands benefit the most from a digital fashion strategy.

When given the opportunity, fashion consumers will choose a personalized experience over a one-size-fits-all encounter. Over the last few years, leading direct-to-consumer brands have used that preference to get a leg up on the competition, taking market share in the process. In today's market – where brands need every advantage they can get – personalization has become a critical way to compete for limited consumer spending brought on by the pandemic. Highlights: An in-depth look at how one direct-to-consumer lingerie brand uses personalization to deliver a truly unique experience. The key difference between "personal service" and "personalization" – and why it matters. The psychology behind getting "permission to sell" and why every brand should do it. How to get started with your own personalization system (7 Steps).

tentree was founded as a fashion brand with an underlying goal: to help plant more trees around the world in order to stem climate change. It's clearly a message that's resonated with consumers. Over the past seven years, they've grown from a start-up selling t-shirts in Vancouver to a firm with a presence across North America and Europe. CEO Derrick Emsley gives us a look inside. Highlights: How to use social media to build an on-trend brand Understanding what drives a social-responsibility-minded consumer. How to be authentic when it comes to communicating sustainable and environmental related causes

Luca Faloni is the product of two dominant trends – globalisation making it easy for talented folks to move in search of opportunity and the internet making it easy for brands to reach consumers directly. After seeing the direct-to-consumer trend firsthand in Silicon Valley, Luca launched his eponymous brand to serve a global clientele that wanted high quality Italian menswear at a very affordable price. Seven years later, with a strong web presence and retail stores in London, Sweden and New York, he proves how this model can work.  Highlights How to use data-driven personalization to deliver amazing customer service, better understand the market and identify new sales opportunities. The hardest thing about running a direct-to-consumer brand. Insights into the sort of consumer that wants tailoring on par with the greatest luxury brands, but without the high price.

Modest fashion has grown from being exclusively associated with religion to a style embraced by the mainstream as an alternative to the often-provocative looks associated with many standard brands. In this interview, we speak with Dr. Nicole Muhammad, a clinical psychologist and founder of Sew Elevated – a young brand that combines modest dress with unique, fashion-forward forward style. Highlights: The three factors that define "modest fashion" How brands big and small can authentically serve this consumer segment without offense or threat of cultural appropriation A brilliant answer to a common criticism: that it's regressive or anti-feminist  

The Coronavirus has clearly turned the fashion world on its head. Fashion brands are announcing massive revenue drops. Luxury conglomerates down double digits. And with consumers unable to go anywhere, a global recession is a real risk. Yes, the news is bad. But could it also be an opportunity?  To kick off our Coronavirus "Sur-Thrival" Series (available here), our founder Brandon Roe addresses the threat but also opportunities available to us to better serve our consumer through these dark days… but also after we make it through. Highlights: The #1 consumer-related mistake fashion brands can make (and are making) right now. Looking at how the "brush with mortality" phenomenon we saw after 9/11 could cause consumer spending to bounce-back… and when that might happen. How the virus has caused emerging technology trends to accelerate… and the big opportunity for retailers unable to welcome their customers in the door. How the luxury consumer may change if we end up in a full-blown global recession (hint: we saw it after the 2007-2009 financial crash).