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 platform, creating an online marketplace for dozens of partners. One of the biggest online retailers in Romania, Answear, significantly increased their online brand portfolio and they also started a new campaign called “spring Black Friday” in order to encourage online sales.