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Industry May 29, 2020 7 min read

The EDITED COVID-19 Retail Dashboard: Weekly shifts in global trends and recommendations to consider

How the new EDITED interactive charts give retailers global insights into the COVID-19 pandemic with real-time data.

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Businesses will need data as an ally to make the best decisions for their trading category during these uncertain times while being as reactive as possible. So we created an interactive dashboard for retailers to see the effects of the virus on the market in real-time. 

View the EDITED COVID-19 Retail Dashboard here.

Key takeaways

  • The COVID-19 Retail Dashboard is powered by real-time data from the EDITED Retail Decision Platform combined with live statistics of confirmed cases, so retailers can understand the state of each major market. See the influx of deliveries, the impact on pricing and discounting, along with the performance of categories in one quick view so retail businesses can react accordingly to the data and strategize their next steps. 
  • The UK and Spain were the only analyzed regions that experienced an uptick in arrivals WoW. Despite Germany’s sharp increase last week, newness dropped, yet this market still maintains the smallest discrepancy in arrivals YoY.
  • Overall, regions are yet to return to 2019’s level of arrivals. However, this week the US saw a YoY increase in options across tops and footwear.
  • The US is discounting the highest proportion of products while the UK saw the biggest shift in strategy WoW. Dresses and all-in-ones stand out across several regions as the categories with the most aggressive reductions applied.
  • Summer categories continue to perform with swimwear, shorts and skirts sell outs seeing YoY increases across multiple regions. In contrast, sell outs in traditional workwear continues to decline.
  • With lockdowns easing globally, sell outs in cozy categories are falling in the UK, China and Italy. Retailers trading in these markets, consider promoting alternatives to loungewear to refresh this trend.

Reach out to a Retail Specialist to understand the methodology on how the dashboard was put together. 

Italy: Despite a lack of newness, bottom sell outs trump tops

Arrivals continue to fall in Italy at a similar rate to last week – down 16% WoW and 41% YoY. Footwear and accessories picked up from last week. However, the number of new in bottoms and dresses halved.

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Italy remains consistent with its discounting strategy, aligning closer with 2019’s levels. The most profound reductions are reserved for clearing categories that were difficult to shift during lockdown such as dresses and all-in-ones, which are on average 40% off.

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Historically, tops have been in favor as customers work and socialize from home. With lockdown measures easing, customers prioritize shorts, skirts and sweatpants over the trend of dressing from the waist up.

Products with the most sell out activity YoY

% year-on-year increase outlined

  • Bikinis – 86%
  • Shorts – 68%
  • Skirts – 76%
  • Sweatpants – 39%

Spain: Heavy reductions boost midi dress sell outs

YoY arrivals were down 50% while an increase in tops and bottoms contributed to a 4% uptick WoW.

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Last week Spain shifted its strategy to reduce more products at a higher average percentage. No significant change has been noted weekly with the proportion of reductions still higher than in 2019 – this week by 24%.

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Midi dresses saw the largest annual shift, up 549%. However, 60% of styles were on sale at an average of 42%. Like Italy, tops are falling out of favor with camisoles and polo shirts all saw a YoY decline in sell outs while skirts and shorts saw an uptick as summer approaches. Jeans are the exception, down 38% YoY.

Products with the most sell out activity YoY

% year-on-year increase outlined

  • Midi Dresses – 549%
  • Shorts – 229%
  • Skirts – 317%
  • Sandals – 134%

US: Tops and footwear arrivals increase YoY

Still down 4% WoW and 18% YoY, arrivals are aligning with 2019’s levels driven by a 9% increase in tops and 12% increase in footwear YoY.

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Across the overall discounting strategy, little change was noted from last week. On a category level, outerwear and tops had the highest proportion of discounts with 70% of options reduced, while dresses were marked down the deepest – averaging at 46% off.

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Comfort is favored over workwear with bathrobes and hoodies seeing an increase in sell out activity YoY while jackets, jeans, trousers and shirts decline. Customers continue to buy into summer staples – swimwear and crop tops continue to sell through.

Products with the most sell out activity YoY

% year-on-year increase outlined

  • Bathrobes – 270%
  • Crop Tops – 181%
  • Hoodies – 159%
  • Swimsuits – 50%

UK: Bodysuits reign supreme and arrivals lift WoW

The UK remains down by 49% YoY. However, an influx of newness in tops, dresses, bottoms and footwear lifts WoW arrivals by 16%.

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41% of the assortment is reduced – higher than last week and last year, which sat at 39% and 35%, respectively. The average discounting depth is at 35% with self-care categories that sold well during lockdown, such as sleepwear and underwear, receiving the shallowest reduction across the assortment.

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Bodysuits and PJ sets continue to drive sell outs from last week, while the recent warm weather and retailers communicating summer product edits bolsters performance in shorts and bikinis. Formal categories such as blazers and shoes see a decline in sell out activity while a 4% drop in hoodies indicate customers are shopping for loungewear alternatives.

Products with the most sell out activity YoY

% year-on-year increase outlined

  • Bodysuits – 232%
  • PJ Sets – 261%
  • Shorts – 186%
  • Bikinis – 119%

China: Discounting remains conservative and sweatpants sell outs take a dive

Newness drops 38% WoW and 50% YoY. Underwear, sleepwear and swimwear are the only categories to increase WoW.

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China continues to be conservative with the depth of its markdowns pulling the average percentage back 18% YoY to 26%. Outerwear warrants the deepest reduction at 40% while accessories, underwear and sleepwear all have an average markdown under 20%.

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This week, consumers steered away from cozy sweats in favor of summer staples. Sweatpants and cardigans all experienced a decline in sell outs while more seasonal categories flourished.

Products with the most sell out activity YoY

% year-on-year increase outlined

  • Polo Shirts – 235%
  • Midi Dresses – 69%
  • Shorts – 37%
  • Sandals – 32%

Germany: Weekly arrivals fluctuate and discounting holds

Deliveries dropped sharply from last week’s uptick with a 59% decrease. Despite this, arrivals are still closely aligned with 2019 – only 17% down, the lowest YoY discrepancy across analyzed regions.

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There is little variance between the average discount percentage WoW and YoY. 39% of the total assortment is currently reduced with German retailers discounting all-in-ones and dresses the deepest and at a slightly higher rate than 2019 (40-44% vs. 39%).

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A similar trend to other regions, summer categories experienced an increase in sell outs YoY while more conventional workwear declined.

Products with the most sell out activity YoY

% year-on-year increase outlined

  • Swimsuits – 160%
  • Sandals – 158%
  • Shorts – 128%
  • Skirts – 104%

Strategies

As retailers around the world are adapting their strategies on a weekly basis, remember EDITED is here to support your business during this time of uncertainty and offer recommendations on how to tackle the effects of COVID-19. Overall, retailers should not depend on discounting depth as it does not always result in sell outs. While more regions ease up restrictions and attempt to reopen their economies, look to China as an example of an economy that’s already in a post-pandemic economic recovery.

See our guide on the 5 strategies retailers can apply during coronavirus for more information, as well as our daily updates on how retailers are responding to the COVID-19 crisis.