Abstract:
The Covid-19 pandemic has led many countries to implement lockdowns and social distancing due to an exponential rate at which the virus has been spreading over and the heightened uncertainty of how bad the situation could be. The seriousness of the situation caused a disruption to the consumer habits of shopping as the pandemic heavily influenced to curtail the spending on nonessential goods which ultimately resulted with a massive blow to the global fashion market. This study evaluated the effect of Covid-19 on the apparel industry and using of a framework of strategies falling over three horizons as respond (short-term), recover (medium-term) and reimagine (long-term) to deal with the uncertain situation of Sri Lankan apparel sector facing, to manage its’ survival, to make it learn & emerge stronger and to prepare & shape itself for the next normal. The findings of this study emphasize how important it has been almost all organizations in the apparel sector of Sri Lanka to come up with mechanisms focusing on short-term, medium-term and long-term to face the atmosphere created by Covid-19. If the actions in the three horizons are not managed properly, the apparel sector will face more detrimental effects which will ultimately lead both the apparel industry and the economy to collapse as it is the highest export income generator to the Sri Lankan economy.
