Since digital channels can be less profitable than physical retail, players need to establish a balanced model that prioritises digital growth in an integrated way with cutting-edge customer experience. In many ways, the coronavirus pandemic is the first global crisis that will deeply impact the fashion retail sector since the industry morphed into a virtual oligopoly. However, in the aftermath of a crisis, resilient players can outperform rivals. Power can be consolidated as previously held market share is freed up once competitors fall away. Companies must strategically think about their future now. This includes identifying financial leverage, divestitures, acquisition opportunities, and strategic partners, increasing earnings, and creating operational and financial stability early in the recession.