Tamara Sender is a Senior Vogue Retail Analyst at Mintel. She researches and writes for Mintel’s UK Vogue Stories.
COVID-19 lockdown restrictions stopping bricks-and-mortar shops from opening boosted the shift to on-line vogue shopping for, benefiting ASOS. The net vogue retailer’s revenues elevated 24% year-on-year to £1.98 billion within the six months to the tip of February and, as not too long ago introduced, their half-year income surged 253% to £106.4 million. As non-essential retailers in England reopen this week, will ASOS proceed to outperform brick-and-mortar shops?
Responding to calls for for “lockdown” merchandise
On-line solely retailers have undoubtedly massively benefited from the closure of non-essential retail for extended durations and the shift to on-line buying on account of COVID-19. Nonetheless, the sturdy development reported by ASOS in the course of the interval can also be because of the firm’s capacity to nimbly reply to the adjustments in buying behaviour seen in the course of the pandemic. The retailer has remained versatile in responding to calls for for “lockdown” merchandise, as gross sales of formal and outfits for social occasions dried up, with buyers as an alternative turning to “activewear” and “casualwear”.
ASOS expanded its loungewear providing in lockdown
Mintel’s Model Analysis reveals that ASOS stands out from its rival pureplays as essentially the most trusted online-only vogue model, with shoppers score it because the model that they’d most advocate. Its ongoing deal with its distinctive ASOS manufacturers together with its not too long ago launched worth vogue model As You, alongside including new manufacturers resembling Topshop to its platform have helped it to face out in a aggressive market.
A renewed demand for occasionwear
Mintel’s newest Vogue Tracker knowledge reveals that there was a rise in gown purchases within the three months to April 2021 in anticipation of the easing of restrictions, peaking amongst Millennials. This follows an enormous decline in buying of occasionwear together with clothes within the run as much as December 2020, as Christmas events and occasions had been cancelled.
In keeping with this, ASOS is now advertising post-lockdown outfit concepts on their web site, geared toward younger prospects trying to refresh their occasionwear wardrobe as restrictions ease step by step throughout the nation.
ASOS’ homepage options backyard celebration outfit inspiration
The retailer’s web site additionally features a “Could seventeenth edit”, which incorporates spring/summer time garments for the following step in England’s roadmap out of lockdown.
“The Could seventeenth edit”
While ASOS forecasts that the easing of restrictions will result in renewed demand for occasionwear, it highlights that its youthful buyer base is in an more and more difficult monetary place and this may proceed to affect their spending ranges.
Moreover, ASOS has different online-only retailers to compete with: manufacturers resembling Missguided and Fairly Little Factor are additionally trying to profit from the renewed demand for occasionwear, together with classes resembling “lockdown exit outfits”, “beer backyard outfits” and “backyard celebration clothes” on their web site.
“Beer Backyard Outfits” on on-line retailer Missguided’s web site