REPORT: Effects of the Covid-19 Outbreak on Fashion, Apparel, and Accessory Ecommerce

UPDATED MAY 27TH 2020: Different ecommerce verticals are being affected by the COVID-19 outbreak in vastly different ways. Many retailers are reacting quickly and recovering in the short-term (likely at the expense of margin), but there continues to be major variability in key ecommerce KPIs. It will be a tough road ahead—but there is a way forward.

We took a snapshot of data from the recent activity of some fashion and accessory ecommerce brands to learn how the vertical is faring during the Coronavirus outbreak. We believe these insights can help inform the fashion ecommerce industry in a way that helps us all navigate the chaotic landscape of the market during these difficult times.

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TRUSTED BY 2,600+ RETAIL BRANDS ACROSS THE WORLD.

UPDATE:

Our most recent report tracks the data trends through the 26th of May 2020. The update compares the original findings and hypotheses with what we now know. We hope you find the update and comparison to the original data as useful as the previous snapshot.

We’re closely tracking real-time changes in the ecommerce landscape due to the global COVID-19 pandemic via our network of thousands of partner retailers.

We hope this microscopic look at a specific vertical, broken out across multiple markets, helps shed some light on how the market is trending – and, in the end, gives you useful information to look to the future optimism.

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“Using Nosto, we are able to adapt our product recommendations to every individual behavior and sync with our custom audience segments to create truly unique experiences. The customers who interacted with Nosto’s recommendations had a conversion rate 3.5x and an average visit value 3.8x those who didn’t, and our average order value increased by 10%.”

Matthieu Galtié, Head of Digital, Volcom Europe

“It was great to have a dedicated team that was accessible to us as we navigated the Nosto implementation. We’re a very lean team, so whoever we partner with, must have excellent customer service when we need the support. Nosto has become an extension to our team.”

Berly Isaak, Senior Director Global Marketing, LeSportsac

“Nosto’s A/B Testing and Optimization allowed our team to quickly test different personalization strategies and learn valuable insights. We saw an 18% uplift in conversion within weeks on a single test — it was incredibly easy to set up and deploy. The tool automatically switched over the majority of the traffic to the winning variation freeing us from having to constantly monitor test results.”

Emily Andrews, VP of Ecommerce, Cynthia Rowley

“Nosto’s personalized product recommendations give us the ability to deliver highly relevant recommendations with a much larger variety of merchandising goals than native recommendations. The flexibility of the tool gives us a lot of added value, and their easy integration into Commerce Cloud made it so that the entire process was quick and painless.”

TRUSTED BY 2,600+ RETAIL BRANDS ACROSS THE WORLD.

UPDATE:

Our most recent report tracks the data trends through the 26th of May 2020. The update compares the original findings and hypotheses with what we now know. We hope you find the update and comparison to the original data as useful as the previous snapshot.

Access report

Matthieu Galtié, Head of Digital, Volcom Europe

Berly Isaak, Senior Director Global Marketing, LeSportsac

Emily Andrews, VP of Ecommerce, Cynthia Rowley

Bianca Mercer, Ecommerce and Customer Services Director, Smythson