Jackets in the Era of New Normal

Outerwear takes on a new meaning in the era of Covid-19 as seasonality becomes irrelevant. This report analyzes how the outerwear market has evolved with data insights into styles, colours, and more.

Retail Insights into Women Outerwear

Over 4,000 data points were screened from January to June 2020 against the same period in 2019 across the womenswear Jackets category on Zara, H&M, River Island, Cos and Maison Scotch.
Topics covered: 

  • Best-selling styles 2020 vs. 2019
  • Colour performance analysis
  • Pricing analysis
  • Trade performance
  • Subcategory performance: Winners & losers

“It’s important to understand where you are at the moment, analysing what is happening with your sales and stock, and then looking at stock management strategies and initiatives.”

Sarah Johnson

Ex-Head of Merchandising and Head of Retail for China at Asos

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