According to Salefire’s TrendDesk platform, beauty orders saw the largest decrease out of all subsections, dropping by 18.8 percent. Footwear orders followed, down by 9 percent and sportswear orders fell by 8.8 percent.
With clothing stores classed as non-essential during UK lockdowns, trends reflected the expected surge in footfall within physical stores following reopening. However, volumes of e-commerce retail purchases are likely to remain steady as consumer continue to prioritise online purchases even amid the gradual relaxing of lockdown.
“A fall in online orders for fashion and footwear was expected,” said Rich Himsworth, CEO of Salesfire in a press release. “Brands which place a focus on their brick-and-mortar stores such as Primark and TK Maxx hold an edge because their experience requires an in-person visit.”