New Demand: Summer Essentials
In the UK, apparel categories contributed to nearly 70% of new arrivals. However, non-apparel categories dominated newness in China & Hong Kong with 52% contribution.
Categories with the Most Sell-Outs
In terms of sell-out, non-apparel summer essentials took centre stage in both markets, recording high sell-out growth YoY.
In the UK, consumers stocked up on their summer essentials despite being confined to their homes. Eyewear saw the biggest surge for non-apparel with a 183% increase in sell-out YoY, followed by Accessories. As the weather started to heat up, Swimwear was in high demand too as it recorded a 128% jump in sell-out YoY. Moda Operandi also reported a surprising swimwear spike among its luxury shoppers amidst the outbreak.
As the lockdown restrictions continue in the UK and consumers adjust to the new normal, apparel categories such as Intimates including Sleepwear and Underwear – saw more than 200% growth YoY in the market. Scarves in Accessories also experienced high sell-out activity as consumers look for an alternative to cover their faces.
In the Eastern market, Accessories, which mostly consisted of Hats and Scarves, contributed to a notable increase in sell-outs. As pubic services have resumed and travel restrictions were easing in the region at the time of writing, summery items such as Shorts, Eyewear and Swimwear were also popular.