When COVID-19 changes the rules: Interplay of innovation and crisis in the Luxury fashion industry : A Case Study of an Italian Fashion Brand: Herno

Abstract: The research study aims to delve deeper into analyzing the interplay between crisis and innovation to delineate the key drivers influencing innovation during the crisis. The literature review discusses innovations during the time of crisis and how they become long-term changes with systemic effects for the companies. It also includes a study of successful innovation models in modern society, including digital transformation. The analysis results proved to be consistent with the theoretical framework and confirm the importance of a non-traditional approach for managing innovation in an unknown and uncertain environment. The emphasis is on the current COVID-19 pandemic and its implications on the luxury fashion industry's innovations.