Health crisis, sales… “In fashion, Zalando has overtaken Amazon”

So it will be June 30. Caught between the representatives of the big commercial brands, who demanded the maintenance of the sales on June 23 to sell their huge stocks as quickly as possible, and the independent traders who asked for three weeks of postponement to take full advantage of the return of the French in the stores , the government has chosen to agree with the former without completely disavowing the latter … In 14 months, this is the third time that this sales war has been played out – an event which seemed worthy of burying not so long ago. 14 months during which ready-to-wear brands have seen their world turn upside down. State of play with Hélène Janicaud, Marketing Director at Kantar Worldpanel.

In what state is the fashion sector emerging after these months of health crisis?

The period is very difficult. In the first quarter of 2021, without taking into account the reconfinement from April 3 to May 3, the fashion market – which for us includes clothing, shoes, accessories and linens – is recovering with sales growth. business of 5.4% compared to the first quarter of 2020. But this is a sham progression, since this reference period was truncated by the first confinement. Compared to the first quarter of 2019, the turnover of the fashion market is down 14.1%. Restrictions on non-essential products have had a strong impact: the closure of shopping malls in pa

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