Fashion Friday: Accelerating the Digitalisation of Fashion Brands in Eastern Europe

Digitalisation has been a trend for fashion companies in Eastern Europe for the past few years, but the COVID-19 pandemic has forced further developments in the trend. E-commerce has been the primary way for consumers to buy clothing and footwear during the pandemic, and companies in the region have been responding to a surge in interest in e-commerce. For example, MTI TOV, a Ukrainian retailer, actively expanded its online brand portfolio in 2020 and extended access to its Intertop online pl...