{"id":166509,"date":"2020-06-01T17:22:00","date_gmt":"2020-06-01T17:22:00","guid":{"rendered":"https:\/\/www.theindustry.fashion\/total-uk-online-fashion-orders-up-115-in-may-but-aov-remains-down\/"},"modified":"2021-08-06T12:05:57","modified_gmt":"2021-08-06T12:05:57","slug":"total-uk-online-fashion-orders-up-115-in-may-but-aov-remains-down","status":"publish","type":"post","link":"https:\/\/www.theindustry.fashion\/total-uk-online-fashion-orders-up-115-in-may-but-aov-remains-down\/","title":{"rendered":"Total UK online fashion orders up 115% in May, but AOV remains down"},"content":{"rendered":"<p>The total number of<strong> UK online fashion checkouts increased significantly in May, up 115%<\/strong> year-on-year, according to\u00a0<a href=\"https:\/\/www.truefit.com\/en\/Home\">True Fit,<\/a>\u00a0the leading personalisation platform for apparel and footwear retailers.<\/p>\n<p><!--more--><\/p>\n<p>However, <strong>average order value (AOV) remained down compared to last year<\/strong>, -9% for the first three weeks in May.<\/p>\n<p>The data was taken from True Fit\u2019s \"<a href=\"https:\/\/www.truefit.com\/products\/genome\">Fashion Genome<\/a>\", the world's largest connected data set for fashion which analyses transactions from 17,000 retail brands and processes data from 170 million shoppers who are registered users.<\/p>\n<p>The latest figures suggest that<strong> fashion is now showing gradual signs of recovery<\/strong> after many businesses were forced to shut stores and e-commerce operations following the lockdown in March.<\/p>\n<p>As\u00a0the total number of orders has improved, <strong>web traffic has also increased \u2013 up 39% year-on-year<\/strong> for the first three weeks of May.\u00a0But the value of total sales is still recovering from the impact of COVID-19, and global fashion sales are predicted to fall by 30% in 2020, with luxury clothing being even harder hit, estimated to drop by 40%.<\/p>\n<p>With many retailers, including Quiz, NET-A-PORTER and Next, quick to re-open their ecommerce sites with new social distancing and safety measures for staff, others, such as H&amp;M, are also <strong>accelerating their focus on digital channels<\/strong> in a bid to speed up recovery.<\/p>\n<p>Newly appointed CEO of H&amp;M, Helena Helmersson, said the Swedish fashion brand would take \u201cforceful measures that would lead to a fast shift towards digital,\u201d after it shut 75% of its stores worldwide.<\/p>\n<p>Even with UK clothing stores set to reopen from 15 June, <strong>consumers will remain increasingly reliant on digital channels for their fashion buys<\/strong>, with recent research showing that less than half (41%) of shoppers will be comfortable revisiting stores after lockdown.<\/p>\n<p><a href=\"https:\/\/www.theindustry.fashion\/subscribe-now\/?utm_source=website&amp;utm_medium=banner&amp;utm_campaign=insight_button&amp;utm_content=insight_button_0719\" target=\"_blank\" rel=\"noopener noreferrer\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-143500 size-full\" src=\"https:\/\/www.theindustry.fashion\/wp-content\/uploads\/THE_INSIGHT_1200x260-1.jpg\" alt=\"\" width=\"1200\" height=\"260\" \/><\/a><\/p>\n<p>This has led to physical retail outlets looking at <strong>changing in-store operations and digitalising experiences<\/strong> in fashion stores to reassure returning shoppers.<\/p>\n<p>Gap, for example, will temporarily close its fitting rooms and impose a 24-hour \"quarantine\" on returned goods or stock handled by customers, while other <strong>retailers like John Lewis are exploring virtual shopping assistants<\/strong> and implementing rigorous\u00a0cleaning plans.<\/p>\n<p>William Adler, CEO at True Fit, said: \"We\u2019re starting to see the re-emergence of retail \u2013 a charge that is being led by ecommerce as<strong> fashion brands start to adapt their strategies to accommodate emerging shopper buying behaviours<\/strong> brought about by the COVID-19 lockdown.<\/p>\n<p>\u201cRetailers, who once may have flirted with the notion of digital-first, are<strong> seeing the era of digital-first unfolding in front of them<\/strong>.\u00a0This means they will need to intensify their digital execution, not just to replace revenues that once came from shops, but also to address friction in-store, such fitting room closures or increased demand for click-and-collect capabilities, as retail recovers.<\/p>\n<p>\u201cKey to sustaining recovery in the long-term, retailers need to demonstrate a deep-rooted understanding of customers, driven for the most part through personalisation. By helping shoppers find clothes and shoes they love and keep,<strong> retailers close the \u2018loyalty loop\u2019<\/strong> and in turn, retain customers to improve customer lifetime value.\u201d<\/p>\n","protected":false},"excerpt":{"rendered":"<p> [&hellip;]<\/p>\n","protected":false},"author":39,"featured_media":138728,"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":[16042,6,10494],"tags":[21,12636,19824],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v21.7 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Total UK online fashion orders up 115% in May, but AOV remains down - TheIndustry.fashion<\/title>\n<meta name=\"description\" content=\"The total number of UK online fashion checkouts increased significantly in May, up 115% year-on-year, according to\u00a0True Fit,\u00a0the leading personalisation\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.theindustry.fashion\/total-uk-online-fashion-orders-up-115-in-may-but-aov-remains-down\/\" \/>\n<meta property=\"og:locale\" content=\"en_GB\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Total UK online fashion orders up 115% in May, but AOV remains down - 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