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Snapdeal, the e-commerce giant shared the sales of kids’ apparel, which has increased by 493% in terms of units sold from January to July this year. This has made the kid’s section one of the flourishing sectors for the company.
Due to the pandemic, kidswear has witnessed a phenomenal growth. This is because parents today are more concerned about their kid’s safety and their growing involvement with kids have also impacted the sales of kids’ apparel, according to the company statement.
The company also stated that track pants have seen the highest increase in sales this year by experiencing 17x growth, t-shirts saw an increase by 8x growth and top and bottom sets saw an increase by 11x. While a larger percentage of audience demand continues to come from the southern market, there has been an increase in the audience from North and West india, as well.
The demand for kids’ fashion has made the company provide various affordable offers. The popular price point for the combo offers is at Rs 400-600, followed by the second best-selling range of Rs 200-400 in individual items
A Snapdeal spokesperson talking about the growth of this segment, mentioned, “Spending on children & clothes is no longer limited to special occasions such as birthdays and festivals. Parents now buy kids apparel as per needs of season, size and also driven by extra discounts during sale offerings. Mimicking the fashion preferences for adults, the purchasing behavior for kids apparel now leans towards more functional and comfortable choices, albeit with a high trendiness quotient. With increased frequency of online purchases for kids’ clothes, customers prefer value-priced merchandise including combo packs”.
Snapdeal has expanded the choice available in the kids apparel segment by adding popular brands like Luke and Lilly, Hopscotch, Gini and Jony, Cherokee, Donuts, Colt, Hellcat, Kyda, Aarika, Naughty Ninos and more. Ahead of the festive season, Snapdeal has also planned to expand thes selection of ethnic fashion for kids.
Moving on, even if the top tier brands and retailers could afford to invest on cutting edge technology in the future and offer consumers the luxury of trial rooms, it is clear that it would not be possible for all. In conclusion, we will have to understand that the COVID-19 pandemic has changed the world in hitherto unseen ways and in unforgiving times as such, we all might just have to adjust to the new normal.
“I don’t see actual manufacturing to commence before 2-3 months. Most retailers will hesitate to take fresh stocks till festive season. Subsidiary industries such as zips and tags will also be adversely affected. Fresh production will probably start in July-August period,” said Rahul Mehta, Chief Mentor, CMAI.
Bestseller currently sells its products through its website, app, 6+ online marketplaces, 300+ branded stores, and 1,000+ multi-brand stores. The Unicommerce platform will enable the apparel and fashion accessories firm to streamline its operations by ensuring unified visibility of e-commerce operations and inventory across marketplaces and it’s e-commerce website and app. The platform has been seamlessly integrated with Bestseller’s ERP solution, automating the entire fulfillment process
Under Grieder’s entrepreneurial leadership, Tommy Hilfiger has been positioned as a leading lifestyle company with best-in-class product, consumer engagement, digitalization and corporate responsibility initiatives. Since Grieder became CEO, Tommy Hilfiger Global & PVH Europe, in 2014, the Tommy Hilfiger business grew from $6 billion to over $9 billion in retail sales in 2019, and the Calvin Klein European business more than doubled in revenues and earnings.
Amid the COVID-19 lockdown, fashion businesses are searching for ways to continue to carry out regular business. With central and state governments expected to impose strict regulations on non-essential retail when allowing them to reopen to limit the spread of the virus, stores will have to comply with regulations and might even come up with additional voluntary initiatives. In a webinar organised by Retailers Association of India, Sandeep Kataria, CEO, Bata India shares his company’s approach while reopening temporarily closed stores…
Strachan continues: “Some brands across China for instance are seeing store sales reach back up to 80-100 percent of pre-COVID-19 trading levels, while apparel retailers in parts of Germany are also experiencing a better bounce back than forecast. However, players in the likes of Hong Kong (which is heavily reliant on tourism spending) are experiencing far tougher trading conditions, and it is too soon to assess the recovery in Italy but we expect it to be long and drawn out – the same will apply to France, the US and the UK.”
Online buying has become an essential part of retail and will only be more attractive in the future. We are already seeing businesses resorting to various online platforms and the measures they are adopting to keep their business alive. The current crisis that does not discriminate upon ones’ income or wealth, there will be a shift in the luxury market toward wellness and well-being. It may open a whole new conversation about luxury that will be more experiential, authentic and provide healing. “When you are in the middle of a crisis, it is hard to indulge. People are more focused on day-to-day concerns. Luxury consumers, I believe, will eventually tilt toward more experiential luxury and away from the materialistic expression of it all. Brands will include more meaningful values into their offerings that branch out into services and experiences and away from luxury as ostentatious symbols of wealth and power,” opined Smita Jain.
Amid stringent safety norms, Tushar Ved, President, Major Brands, feels that with retail stores opening post the lifting of the lockdown, in-store technologies – which have until now have been used in various ways aggregate customer experience – can be a huge enabler in managing social measures. In pandemic times, these technologies can help increase convenience for shoppers, while mitigating the risk of physical contact.
“We are taking a number of actions across Victoria’s Secret and Victoria’s Secret PINK to strengthen and position the business to succeed as a separate stand-alone company. As part of that profit-improvement plan, we are addressing the operating losses in our 25 U.K. stores,” said Burgdoerfer.
With the scare of the pandemic that still surrounds us, everyone is bound to be apprehensive about visiting stores. To ensure happy shoppers can shop safely, Celio* is sanitizing and deep cleaning their entire store, including disinfecting all surface areas like hand rails, product display counters, billing counters, etc. on a regular basis. All trial rooms are being disinfected thoroughly after each visit. All merchandise is being steam ironed from the inside out to ensure the safety of all costumers. To ensure the safety of the staff at the stores, the brand is providing each employee with sanitizers, new face masks and disposable gloves. The staff is asked to change disposable gloves four to five times in a day. All brand stores that have re-opened are following social distancing measures and the guidelines issued by the government. As a precautionary measure, all staff and customers will need to wear a mask at all times while in the store.
Nothing can possibly replicate the thrill of touch and feel of a product and more so trying it on before purchasing it. Hence, if every apparel tried has to be ‘quarantined’ for hours on end or if trial rooms are to be phased out altogether, it will definitely prove to be a big loss for the physical retail industry.
Carlo Capasa, President, Italian Chamber of Fashion revealed to Time in early March, how China’s coronavirus outbreak is likely to be a nightmare for Italy’s US$100 billion-plus fashion industry. Although the Italian fashion retail industry was optimistic about 2020, they are now facing immense issues including supply chain issues and weak demand, especially in China.
As the landscape changes convenience above other considerations will become an important part of the equation. While the quality of the product will continue to be important, brands who differentiate themselves on factors like service, delivery, and overall convenience effectively from their competitors will be the new game changers. In short, retailers will need to understand that convenience is the new normal and will have to invest in it to rake in footfalls and make profits.
According to a McKinsey & Company research that focus on 12 countries hit by the pandemic, consumers from Africa, Asia, and the Americas exhibit more optimism than their European counterparts when it comes to their respective countries’ economic recovery after COVID-19. The study highlights that 52 percent of Indian consumers expressed optimism about the nation’s economic recovery in a survey conducted March 29, 2020. On another survey done on April 05, 2020, the numbers jumped to 56 percent.