Looking good and being fashionable is the last thing that people would want during this time where there is an ongoing pandemic. This explains why there is a significant decline in sales for fashion retailers starting March.
For people who lost their jobs or closed their businesses due to travel restrictions and physical distancing, non-essential items such as luxurious clothing, jewelries, and cosmetics are off the list.
But there’s hope in e-commerce because even though social events where dressing up is required are canceled, there is still a huge percentage of people who are continuing with their regular purchases. This increases the chance for the fashion industry to get through this crisis. This is if brands within this sector will be more creative, innovative, and digital.
There are some product sectors that are seeing an improvement, this includes Casual Clothing, Beauty, Lingerie, Athletics and sportswear, and Footwear.
Casual Clothing
Buying a new outfit is still considerable for many because people are still able to enjoy staycations, sleepovers, and indoor picnics. Some who are spending their days working or studying at home are also more likely to have the urge of buying new wardrobe. This shows that people still want to look presentable and comfortable even when they are just being seen by their peers virtually.
Beauty and Health
There may be a decrease in the number of people spending on beauty and cosmetics, but more than half are spending the same. While a significant increase is being seen on the number of Gen Zs and Millenial consumers.
Health products such as vitamins, alcohol, and sanitizers are also on the rise since this is a health-related crisis. While when it comes to more luxurious items, there are a number of people who are trying to lift up their mood during these difficult times by treating themselves with joy-enhancing products such as pieces of make up or cologne.
Lingerie
More and more brick-and-mortar stores are transferring to e-commerce, so it is becoming easier and more convenient for people to browse and check-out items. Seems like people who loves bikinis are still hoping to have a wonderful summer even when indoors with their lingerie.
Athletics and sportswear
Not because people are confined in their homes doesn’t mean they will just miss their daily workout routines. In fact, many consumers are more eager to compensate for all the steps they lost from walking since they are stuck at home. So, they are trying different workouts and exercises. That is what pushes them to buy athletic and sports gear which can help them maintain their good physique.
Footwear
This sector owes the increase in its sales to the younger generation who are showing motivation in purchasing products online. It seems that for Generation Zs and Millennials, there is no good or bad time for products including footwears. But experts see that this attitude has something to do with their excitement to go out and do what they usually do when everything is still fine.
Perhaps these youngsters have already planned all their night outs for when this pandemic is over. So they are now hoarding new jewelries, clothing, and footwear so they can flaunt their fashion when it’s already safe to go out.
The COVID-19 outbreak is a defining moment for brick and mortar stores. We cannot say for certain if their operations can still recover especially now that the shift to e-commerce has already showed consumers how shopping online is more appropriate for a post-COVID world.