With retailers battling to sell clothes online since their physical stores were forced to close on 23 March, online discounts have soared – up 20% year-on-year, with French Connection currently topping the list for the biggest discounts, followed by Miss Selfridge, according to data experts LovetheSales.com.
The top ten list of the biggest retailer discounters was compiled from a score of highest percentage of stock on discount and highest average discount of that stock.
French Connection has 90% of all online clothing currently discounted. The retailer is offering 25% off its SS20 fashion, and new customers who sign up to its newsletter can get 10% off full-price purchases. The average discount on a French Connection Sale product is a whopping 52%.
At number two on the list, Miss Selfridge has 83% of all online clothing currently discounted, with 50% off selected styles in its Sale. The retailer has an average discount across Sale items of 48%.
Next on the list comes Dorothy Perkins, with 81% off all online clothing currently discounted, with an average discount of 42% across its discounted clothing.
Burton has 80% of all online clothing currently discounted, with an average discount of 36% on its Sale products, while AllSaints has 77% of all online clothing currently discounted, with an average discount of 42% on Sale items.
Making up the rest of the top 10 biggest UK retailer discounters, covering the two-week period from 20 May to 2 June, 2020, are Topshop, Ben Sherman, Reiss, Converse and Joules.
The data has also revealed that demand for high street brands has increased for the first time since lockdown began in March, up 11% year-on-year. LovetheSales.com reported a five-year low for high street fashion in the first weeks of May, but with clothing stores set to reopen on 15 June, demand for high street labels has increased.
It seems apparel is bouncing back, with searches for luxury fashion also continuing to increase, rising by 22% year-on-year, whilst demand for premium brands remains the same.