{"id":163430,"date":"2020-11-18T18:55:41","date_gmt":"2020-11-18T18:55:41","guid":{"rendered":"https:\/\/www.theindustry.fashion\/lockdown-lowdown-the-big-discounters-what-people-want-and-what-they-dont\/"},"modified":"2021-08-06T12:09:07","modified_gmt":"2021-08-06T12:09:07","slug":"lockdown-lowdown-the-big-discounters-what-people-want-and-what-they-dont","status":"publish","type":"post","link":"https:\/\/www.theindustry.fashion\/lockdown-lowdown-the-big-discounters-what-people-want-and-what-they-dont\/","title":{"rendered":"Lockdown lowdown: The big discounters, what people want and what they don\u2019t"},"content":{"rendered":"<p>Black Friday campaigns are already in full swing, with the likes of <strong>Karen Millen and Coast offering 50% off everything<\/strong> and AllSaints offering 30% off, according to the latest sales analysis data from LovetheSales.com.<\/p>\n<p><!--more--><\/p>\n<p>Overall, <strong>online retailers have increased discounts by +49% during Lockdown 2<\/strong>, with other big names including Reiss, offering 20% off full price products, and Daniel Footwear offering 25% off everything.<\/p>\n<p>All categories are being hit by the latest lockdown, as retailers are discounting stock that isn\u2019t selling in any way the same numbers as at the same time in 2019.<\/p>\n<p><strong>Men\u2019s shirts are seeing +66% in the volume of discounts<\/strong> compared to November 2019, women\u2019s heels are being discounted by +30% more, dresses by +35%, coats and jackets +26% and jeans a whopping +82% in the volume of discounts.<\/p>\n<p>Retailers are discounting at record levels before Black Friday, as premium brands soar while high street and luxury brands struggle during Lockdown 2.<\/p>\n<p><strong>Categories seeing the highest increase in demand in November include loungewear<\/strong> at +122% year-on-year, with brands such as Ugg (+52%) Calvin Klein (+42%) and Nike (+25%) in particularly high consumer demand. Hoodies are +164% on November 2019 so far, joggers +118%, sweatshirts +81%, tie-dye clothing +72% and slippers +52%.<\/p>\n<p>Categories struggling in demand this November so far include <strong>office wear, which has dropped -145% compared to November 2019.<\/strong> Suits are -166%, men\u2019s shirts -130%, smart trousers -127%, belts -150% and derby shoes -103%.<\/p>\n<p><strong>Party clothing has also seen a dramatic drop in demand at -99%.<\/strong> Wrap dresses are down in demand by -115%, \u2018bodycon\u2019 dresses are -99% and clutch bags -61%.<\/p>\n<p>Stuart McClure, co-founder of\u00a0LovetheSales.com, said: \u201c<strong>Shoppers have gone back into lockdown mode with their spending habits,<\/strong> choosing comfort and convenience while stuck indoors. We are tracking the same amount of spending on lockdown essentials as we did back in March.<\/p>\n<p>\u201cWe would normally see a wave of spending on work clothing and partywear, as workers start planning ahead for December celebrations. However, shoppers seem confined to the fact that <strong>celebrations this year will most likely be in sweats rather than suits.<\/strong>\u201d<\/p>\n<p>Shoppers can be cautious with their spending during the lockdown period, but the announcement from the Chancellor <strong>prolonging the furlough scheme until March has boosted shopping confidence<\/strong> and searches for certain categories.<\/p>\n<p>Online demand for premium brands is +31% so far in November 2020, compared to November 2019, while online demand for luxury brands is -44% and online demand for high street brands is -23%.<\/p>\n<p>McClure added: \u201cAs we saw with the first lockdown, premium brands like\u00a0<a href=\"https:\/\/www.lovethesales.com\/ralph-lauren-sale\">Ralph Lauren<\/a>\u00a0and\u00a0<a href=\"https:\/\/www.lovethesales.com\/ted-baker-sale\">Ted Baker<\/a>\u00a0are thriving. <strong>Shoppers are in no rush to keep on top of trends and fast fashion,<\/strong> and are choosing to spend on reliable quality pieces over quantity.<\/p>\n<p>\u201cLuxury clothing is also suffering with shoppers reluctant to invest in high price tags for clothing that they might not be able to show off in 2020.\u201d<\/p>\n<p><a href=\"https:\/\/www.theindustry.fashion\/subscribe-now\/\" target=\"_blank\" rel=\"noopener noreferrer\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-144088 size-full\" src=\"https:\/\/www.theindustry.fashion\/wp-content\/uploads\/Daily-Newsletter-Banner.png\" alt=\"Newsletter banner\" width=\"1680\" height=\"268\" \/><\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p> [&hellip;]<\/p>\n","protected":false},"author":39,"featured_media":141218,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_exactmetrics_skip_tracking":false,"_exactmetrics_sitenote_active":false,"_exactmetrics_sitenote_note":"","_exactmetrics_sitenote_category":0,"footnotes":""},"categories":[16061,16042,5,6,10494],"tags":[4700,5707,16548,15557],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v21.7 - 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