The impact of the coronavirus pandemic on the apparel sector has not been hidden by anyone. Global Data, a leading data, and analytics company has recently predicted that the apparel market will experience a decline of 15.2% this year.
Honor Strachan, Principal Analyst at Global Data, comments: “The 10 worst impacted markets, in terms of value, will represent the vast majority of this total loss with mature regions suffering the hardest – the US will account for more than 40% of all lost spend, which will contribute to more major chains filing for chapter 11 over the next few months.”
As the countries begin to relax the imposed lockdown restrictions and allow apparel retailers to get back on the floor, a wave of revenge buying among customers is expected. However, the intensity of revenge buying remains subjective, depending on the various aspects like the store’s safety measures, customer’s confidence, and most importantly the affordability of the consumer after this huge economic crisis.
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.”
Experts believe that even if the retailers experience a sudden surge in demand due to the revenge buying approach and then witness a trading return to 2019 levels, the retailer would not be able to make up for the losses incurred in H1. They further say that the global apparel market would not be able to regain its momentum until 2022 back.
Nykaa collabs with influencers to engage audience digitally
January: To boost their online engagement, Nykaa Fashion has teamed up with beauty influencers in order to launch their mini-series, The Beauty Bar on the Nykaa Network. Nykaa is running various digital initiatives to keep up with its consumers ever since the lockdown was imposed in the previous year over the covid spread.
The interactive latest mini-tutorial series The Beauty Bar will have influencers giving tips to the viewers using the Nykaa products available at e-commerce platform of the brand. This would give shopper’s a piece of advice who are right now preferring online shopping while sitting at home. This would be done in place of the services and consultations the customers receive while in store.
Nykaa previously announced on Facebook that the celebrity make-up artist Ojas Rajani would come on January 16 to teach a Wedding Guest Look in a masterclass focusing the wedding season along with tips and tricks of make-up.
Other than this, Vibhuti Arora would be leading a skincare masterclass titled Skin Revival 2021 on the same day. She will showcase trending skincare techniques focusing on how to take good care of the skin naturally.
Other than increasing their digital mark, the brand has been on foot after lockdown to restart its ‘brick and mortar’ expansion. Nykaa Fashion recently announced its first store in New Delhi’s Ambience Mall. Further, their new stores are also opening in Thrissur and Thiruvananthapuram, among other locations in the country.
Paris Fashion Week of this month goes totally digital
January: French fashion’s regulatory body has ended the confusion and decided to go digital over the Paris Fashion Week. This month’s Paris men’s and haute couture will witness strict audience free amid the covid fear. The Federation de la Haute Couture et de la Mode told the luxury houses that they will not be allowed to invite guests this season as they got instructions by the police.
Even though Paris is not technically under lockdown, strict restrictions limited the movement in place nationwide which also include a 6pm or 8pm curfew. Also, a repeated failure in obeying the rules may lead you to a six-month prison sentence. Keeping the restaurants, bars, cinemas, theatres and museums shut, France’s second lockdown ended on 15 December.
In a statement to the AP, the federation said on Monday that “we confirm that there can be no public gatherings at Paris Fashion Week.” He further added, “houses can still organize ‘real’ runway shows with models broadcast live, provided that their events take place behind closed doors.”
In order to maintain the social distancing norms and the stringent restrictions, the French fashion regulatory body is practicing every necessary step.
Spanish brand Desigual expands online presence with Tata CLiQ Luxury
January: Spanish fashion brand Desigual has expanded its online presence through Tata CLiQ Luxury. Earlier, Desigual forayed its Indian presence with help of retail group Tablez. The brand partnered with Tata CLiQ Luxury to bring the unique designs and products of Desigual to customers across the country. The development came after the brand witnessed a great response from its first concept store in Delhi.
Adeeb Ahamed, managing director at Tablez quoted as saying in a press release by Desigual, “We are excited to partner with Tata CLiQ Luxury to make Desigual’s product portfolio more accessible to our existing and new customers. The collaboration envisions bringing together Tata CLiQ Luxury’s extensive reach with Desigual’s high fashion offering, to deliver a seamless shopping experience for the fashion-conscious Indian consumer.”
“We are delighted to bring Desigual, a brand much loved for its optimistic, differential aesthetic, to our discerning customers. With this addition, we are able to provide the savvy, global Indian with a truly international shopping experience – one that is focused on quality, authenticity and thoughtfulness,” said Gitanjali Saxena, business head at Tata CLiQ Luxury.
Desigual has been serving the best of their products to consumers and now aims at providing the digital presence. The Spanish brand aims at providing a unique character of its creations for the individuals wanting to be 100 per cent of themselves and express their most creative sides. The brand adjusts to needs of its buyers with the help of categories like women, accessories and footwear.
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