Like last week, we have looked into the European markets and focused mainly on the French, Italian, Spanish and German markets to understand how brands have been coping with the ever-changing situation.
What brands need to know
The markets that we have analyzed had confinement measures imposed almost two months ago. During this time, the repercussions on the fashion industry have been numerous: store closures, warehouses with low headcounts, furloughs (but no layoffs) and increased focus on online sales. We have, therefore, decided to analyze what brands have been doing in order to get the best out of the situation and understand what seems to be working for these brands.
However, one thing is certain. Retailers have to face reality. It is not the time to think about profits but to start thinking about the best strategies to survive.
Aging of the stock
Last week we analyzed the aging of stocks from the main retailers of the European markets. As data comes from AI, Primark is not part of the retailers analyzed.
We can already see a good improvement in terms of stock composition. When we compare the share of the assortment of 0-60 days, it becomes apparent that it has dropped compared to last week.