Fashion and lifestyle brands, already reeling under pressure with a massive drop in sales. The brands are now facing another crushing 20-30% decline in their online sales amid the deadly second wave of the pandemic. The country manager for the brand Forever New, commented on the 30 percent drop in online traffic in April compared to March, saying that people have already been through a lot of hardships and they have realized that this crisis is not going away anytime soon. Online has been a savior during the pandemic that hit last year when e-commerce businesses took off double or triple times for most brands. However, in the latest spike this year, even online is experiencing a drag as sales have dropped 20-30% in April compared to March. People are more worried about their near and dear ones and placing the health and safety of family and friends as the immediate priority. This is where shopping has taken a back seat, stated Sundeep Chugh, the CEO of Benetton India, which is one of the largest online selling brands in India. Multi-channel enabler Ace Turtle, which looks after end-to-end online sales for brands like Fossil, RayBan, Lifestyle, Skechers, Tommy Hilfiger among other labels, stated that e-commerce sales for the brands have seen a decline of 12-14% in March-April as compared to January-February. Rival ANS Commerce that manages brands like Jack & Jones, Bath & Body Works, Celio, Aldo, and other renowned labels, mentioned that e-commerce orders lowered 20% on Sunday. Some brands to boost sales have again introduced deep discounting in April, which is traditionally a good business month. This attempt to prop up sales was made amid the lockdowns declared in the majorly covid affected cities of Delhi and Mumbai including, weekend curfews in many other cities. Brands are using text messages as well as social media platforms to offer steep discounts. The popular brand Marks & Spencer is giving up to 50% discounts, Asics is offering a flat 40% plus an additional 15% discount, Jack & Jones has flat 50% off along with Celio which also had a flat 40% plus 10% rebate on pre-paid orders. But some brands believe that there is no point in offering discounts as malls located in the big cities are currently shut, and consumers are also cutting down on online purchases. Sundeep Chugh of Benetton says that when markets are closed and your walk-ins are low by 70%, there is no point in going on a sale.
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Tags : #Onlineshopping #Covid-19