Some retailers, such as Zara, were consistent and did not adjust their collection according to the market. For instance, the Spanish brand launched all its articles at the same time, without any discrimination. Why did Zara not take advantage of the early opening of the German stores? That is an interesting question.
On the other hand, retailers like H&M and Mango did adjust their incomings but in a completely different manner.
We can observe that H&M adjusted its new arrivals with the new orange and earth-toned collection, which landed on its German website almost a week earlier than France. This is aligned with the timing of the lockdown lift. Moreover, the week after the lift, Germany has received 50 new refcos than France.
Our assumption is that H&M has utilized the end of Germany’s lockdown as leverage to already showcase the new collection and be aligned from an Omni perspective, as stores were opened. Therefore, the main idea would have been to boost sales as much as possible.
On the other hand, Mango did the exact opposite, the brand increased its number of articles in France rather than Germany.
Two trends in terms of discounted articles
It is noteworthy to mention that the share of discounts computed by Retviews represents the proportion of articles that are marked down among the retailers’ whole assortment. The share of discounts is not computed the way retailers do. However, it is still an important variable to keep in mind and to follow up, as it is what the customers perceive.