Adapting to Crisis

Kids Clothier French Toast Pioneers a Pandemic-Era Necessity: The Socially Distanced Photo Shoot

How to shoot a fall apparel collection during the “new normal"

a student standing on a white background in the middle of a park — French Toast's back-to-school marketing for fall 2020 stripped everything down to its essentials.French Toast

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Now that the United States has begun to reopen, apparel brands are hoping for the return of shoppers—and perhaps even permitting themselves to think optimistically about their autumn collections. After all, fall is just around the corner, and many shoppers start looking for chilly weather clothing as early as July.

But as with so many other facets of business, the pandemic hasn’t just changed shopping patterns but marketing, too.

Few brands are feeling that shift as acutely as French Toast.