After Covid shopping
Shopping isn’t even a guilty pleasure any more, it’s just guilt, yet over the past few months we have missed it and what it means to our lives. It was never a reason for adding to the already bulging wardrobe but the opportunity to express yourself, your style and your identity. Regardless if you were buying a lipstick or a new handbag.
WWD
Online escapism
The enforced closure of non essential fashion drove customers online, left with no choice and Christmas looming many retailers flooded their websites with offers, desperately trying to shift not only the Black Friday stock but now the January sale lines as well. Consumers were now able to browse from the safety of their armchairs & with one click purchase from thousands of brands or items their local store not only didn’t carry or stock but now at lower prices. this followed by the much anticipated joy and thrill for the shopping to be delivered to the doorstep, wrapped in tissue or boxes bursting with newness.
Instructed to stay home day after day the online experience became a form of escapism.
Why we need to shop
A shoppers high
Getting high
Scientists have found that shopping makes people feel good, when a person shops the brain releases the chemical dopamine, linked to feelings of satisfaction and pleasure. The anticipated purchase the excitement of those new shoes….the world of shopping.
image Drapers
The joy of shopping
Some of us are just born to shop, from department stores, shopping malls, luxury shops or the local market.The shopping experience touching, smelling, feeling, wearing even haggling, the sense of excitement or reward when you purchase a coveted item and the sense of ownership walking home, the sense of ownership when the item is yours.
instyle
Retail wont die because people like to shop, But retailers can work harder to bring back the joy of shopping
April 2020
Masks at the ready ..the reopening
“Covid-19 took away our in store shopping experience, how you shop will determine if or how it recovers”
My after Covid shopping.
Zara
I am a huge fan of Zara and i was counting the days to walk back through those doors. The newness of fashions, the chance to try on new shoes, hold a soft leather bag and after a long dark depressing winter finally start to add some brighter colours for the happier times ahead.
New purchases
I had expected the store to be busy the restrictions had been lifted the day before, so the shock at 11am to be the only person shopping was fabulous but concerning. I wanted the red stripe top in small, easy to locate I looked around and could easy have bought more items but like many the restrictions for socialising held me back and in my head ‘do you really need it’ was playing. The reason many of us went shopping was to buy a treat or reward, a self indulgent happiness purchase. Shoes what else, the impulse buy under twenty pounds I was thrilled.
https://www.zara.com
H&M dresses
Two dresses purchased from H&M deliberately completely different styles and prints. These dresses are perfect for Summer days and both under £20
I purchased from high street but used Website pictures so it’s easier to read up on products.
Portobello purchases
Support your local market.
A packed Friday and I’m actually wearing the Zara sandals from the Tuesday. The perfect outdoor Covid environment with prices no fashionista can resist.
Happiness
Any item five or ten pounds the pounding excitement of finding an item to cherish and style in my own way. The thrill of Portobello market its all impulse I can return home with vintage priceless items or designer bargains or head to Goldbourne Road for a box of cakes.
Star shoppers
Angelina
Mask at the ready, a family day out a chance to check out new season.
Grazia
L A style
Matching the mask to your amazing bag collection. Rosie does it again and again.
Instyle, Elle
Starting over
Fashion retail used to be so easy to sell, all a retailer had to do was fill the shelves hang the garments on rails and open the doors. The hours were 9-5 with one late night and on Sunday the shops remained closed. A collection lasted for months and sales were eagerly anticipated twice a year.
But with the introduction of the internet and the huge diversity of social media it’s now not enough. Extended trading hours and 7 days a week openings are no longer a temptation and when the high street is on sale 52 weeks of the year it offers no reason to look forward to the end of season event.
A new beginning
Following Covid and it’s unquestionable damage to the shops, the retail industry should now seize the chance to act, a chance to reinvigorate the shopping experience.
It needs to be fun, exciting, desirable and pleasurable whatever your budget.
What’s possible
Cleanliness
Starting with fitting rooms with well fitting curtains and better lighting, more room to feel comfortable trying on. No old hangers or tissues on the floor …how many seconds to wipe a mirror.
Service
It veers between indifference and coming on heavy, better uplifting music, free wi-fi and a decent free stylish bag we are proud and pleased to carry.
Grazia
A consumer will spend more money in store than an online visit. Browsing offers, the opportunity of serendipity, the impulse buy you end up buying. Add to this the atmospheric shopping environment with fashion videos playing, perfume pockets, bright colours and staff encouraged to welcome you in. The physical experience cannot be replicated sitting at home or skipping through
mobile images.
online navigation instore
E-commerce
Retail websites are designed for quick shopping all stock is divided in to sections. If you go to Zara online and touch dresses it then divides in length and occasion. If you enter a store trying to find that item on a busy day you can’t locate or even know what floor or department it’s in.
Signage
What’s new, etc sometimes it’s just left to find or put on the shop floor with no purpose. Yet you have received a colourful email or alert when you arrive in the physical shop nobody knows what your talking about. Communication between store and internet is essential.
Selling the look
Good website’s
They might be selling the top, but they photograph it as part of an outfit a suitable bag and shoes are also suggested. How long do you think it would take to walk around the store and find this whole outfit….. yes wouldn’t you know you made an effort to support your high street and your size isn’t available. The stores response “Try the website”.
Marks and Spencer have upped their website and in store layout. The company has repeatedly suffered poor performance figures but cleverly buying brands like Jaeger and keeping them as “only available online” has now made the company one to watch.
Could stores adapt
No store can complete with its internet site, there isn’t enough room. It takes time to shop especially working full time or with children. Unfortunately and I speak from 37 years of retail experience the returns of online purchases takes up so much time for the staff that the importance of personal service is difficult. The Covid outbreak has left stores with minimum staffing levels, closed fitting rooms and social distancing limiting the customers allowed inside.
Is this the future
H&M in London’s Hammersmith store has opened self service checkouts. The new concept enables staff to leave the till area to work on the shop floor, the customer has the on screen experience by using the terminals. It’s quicker for the customer the bags are beneath the till.
The high street shops are suffering, below is an example of one brand that dominated the High street. The brand was split up and shared, it’s now sold under its original name by the new owners website.
The simple truth once it’s gone ..it’s gone. The internet is now purchasing your favourite brands ….if we continue to stay home or shop online the decline will continue, jobs will go, retail outlets will remain empty and the simple joy of walking past beautiful windows, entering an amazing atmospheric building and enjoying the shopping experience will no longer be there.
Covid took this joy away we have it back …Let’s not loose it.
Online retail winners
ASOS
It was no surprise when ASOS reported an increase of pre-tax profits of 329% during the pandemic. The British online company aimed at ‘young adults’ has one of the most visited websites and a net income of 25 million.
Pretty Little Thing
Founded in 2012 the website is aimed at 16-35 year olds its revenue 516.3 million. The UK based company started by two brothers as an accessory brand.
Boohoo
Launched in 2006 the Uk online fashion retailer is aimed at 16-30 year olds. In 2019 its sales reached £856.9M, it specialises in its own brand products, with over 36,000 lines. The company includes Karen Millen, Oasis and Coast.
Whats interesting is the age group these brands target 16-35, the relationship between the customer and retailer is forged through emails, discount codes, celebrity endorsements with social influencers promoting through Facebook and other online networks. The trend to shop through a mobile phone rather than visiting retail outlets is a worrying trend.
Arcadia high street loss
The Arcadia Group entered administration in November 2020, the brand at its peak had 2,500 outlets and countless concessions within department stores. The brands dominated every high street but in recent years the quality of products and the failure to maintain the upkeep of the stores was evident with unclean changing rooms low staffing levels, it lost its way and its customers.
Bricks & mortar
Clothing, confectionery, card shops, Moss brothers and Aldo a year of postponed weddings, parties and social functions swung the wrecking ball through every industry but retail unlike hospitality was still buyable.
Retail reality
ASOS Brought Topshop, Topman & Miss Selfridge
Boohoo brought Burtons & Dorothy Perkins
CityChic brought Evans
Always remember…
Zara new Season bags much needed colour a great excuse to impulse buy that 2nd item !!
