Fashion retailers must adopt a digital-first approach, as traditional advertising declines

New Ideas in MarketingEssential news for marketers, summarised by YouGov
May 12, 2020, 2:56 AM UTC

Sales of loungewear and children-wear and active-wear improve as consumers are staying indoors.

This article states that with the pandemic impacting aonline sales of fashion retailers, brands must consider providing convenient delivery and fulfilment options. Retailers must focus on CX and communicating delivery safety to customers to mitigate the losses from the pandemic.

With some brands providing heavy discounts, online fashion retailers from the UK, US, Germany, France, and Sweden reported a 21% YoY increase in sales in April. But average order value dropped 3%, as per Nosto.

Zalando is allowing its partner brands to access its ecommerce platform during the pandemic. This method could help smaller brands sell online without high operational costs. However, growth for some retailers could be stunted as losses from the beginning of the year could impact their recovery.

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