Apparel retailers turn to sales to buoy revenue

Apparel retailers turn to sales to buoy revenue - DigitalCommerce360

Apparel retailers turn to sales to buoy revenue - DigitalCommerce360
UVA Darden Grads' Activewear Apparel Company Shifts Focus to Mask Production - University of Virginia
Buy facemask for yourself, one goes to someone on front lines - WBAL TV Baltimore

Apparel retailers turn to sales to buoy revenue - DigitalCommerce360

Posted: 10 Apr 2020 12:55 PM PDT

Online apparel retailers are turning to deep discounts and sitewide sales to help buoy revenue during the coronavirus pandemic.

During an April 9 check, Digital Commerce 360 editors found that 91 of the top 124 online apparel retailers were offering a sale to online shoppers. Digital Commerce 360 ranks the top North American retailers based on their global ecommerce sales, and within the Digital Commerce 360 Top 500, there are 124 online apparel retailers. TJX Cos. Inc. (No. 155) is included in this analysis, although the retailer turned off all of its ecommerce sites—including Marshalls.com, TJMaxx.com and SierraTradingPost.com—on April 7.

Image of Marshalls.com blank homepage with a message that reads, "Our site is currently. Unavailable."

At 91 retailers, that means 73% of top online apparel retailers had a promotion. Of these retailers, 53% had a sitewide sale, which is common for sales holidays like Black Friday and Cyber Monday.

The median discount online apparel retailers offered on their homepages was 40% off, according to Digital Commerce 360. The highest was 90% off.

However, discounting can only go so far, says Paula Rosenblum, co-founder and managing partner at retail marketing firm RSR Research.

"No one needs apparel if they're not going anywhere," Rosenblum says. "Retailers will do what they have to do to try to goose sales, but with 13%—and rising—unemployment, I just don't see a lot of buying activity."

She adds: "Apart from comfortable, stay-at-home clothes, I think the category is dead as a doornail."

Retailers have likely sensed this and adapted many of their on-site and marketing messages to reflect it. The 124 top online apparel retailers have worked to market their products to appeal to shoppers staying, working and exercising at home. Much of the messaging uses the words "cozy," "lounge" and "comfort."

Tailored COVID-19 marketing on Gap.com's homepage.

Image of Hanes.com's website featuring an image that reads

Hanes.com markets its products as comfortable.

In addition, many retailers advertised messages of "togetherness" or "We're all in this together" on their homepages.

Macys.com's homepage features a together message. The image announces, "Extra 30% off. we know that even small things can make a difference right now so here is our special offer. Just a little something to brighten your day."

Nike encourages consumers to exercise at home.

This coronavirus-related marketing has extended to retailers' email messages as well.

A marketing email from Nordstrom with the image of a sweat suit and the caption "Corporate Comfort. A silk matched set stands in for 9-to-5 suiting."

An email from Nordstrom.

A marketing email from Revolve shows a girl using her smartphone for a video call.

An email from Revolve.

Returning online orders when many stores are closed due to the coronavirus is a common concern for consumers. On their ecommerce sites, 39% of the apparel retailers had an announcement of a modified return policy. For example, many store-based retailers announced they would extend how long shoppers had to return items to the store, based on when shoppers made the purchase or when their stores would re-open.

Retailers also announced adjustments to how shoppers could return online orders, with more than 44% of the apparel retailers offering free return shipping for online purchasing. Some apparel retailers, like Brooks Brothers (No. 188), tout their modified return policies on their homepage and clearly spell it out to shoppers on the returns page, while other retailers bury return details in customer service sections of their sites.

Brooks Brothers prominently updates shoppers on its modified policies.

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UVA Darden Grads' Activewear Apparel Company Shifts Focus to Mask Production - University of Virginia

Posted: 10 Apr 2020 10:07 AM PDT

Find the latest information on the University's response to the coronavirus here.

Rhoback, the line of stylish activewear owned and operated by University of Virginia Darden School of Business alumni Matt and Kristina Loftus, has temporarily shifted much of its production from performance polo shirts, pullovers and performance T-shirts to face masks intended to stop the transmission of the novel coronavirus.

Matt Loftus said the company began designing the masks in mid-March, as the crisis spread across the United States and reports of face mask shortages began to multiply. Since then, the Centers for Disease Control formally encouraged U.S. residents to use cloth masks to slow the spread of the virus.

At the beginning of April, Rhoback began taking preorders for their "Victory Masks" – a nod to World War II-era "victory gardens" – which they are selling at cost in a five-pack for $30. Rhoback plans to donate the first 500 masks they produce to health care workers on the front lines.

The organic cotton and polyester masks are reusable and unadorned, except for a small American flag in one corner. Just three days after posting the link for the preorder on the Rhoback site, the company had sold more than 15,000 masks at cost for May delivery.

"It's our generation's turn to step up, wear a mask and slow the spread of COVID-19," said Loftus, who started the company with his then-fiancee while enrolled at Darden. "We believe we had an obligation to do this, as we have a supply chain that is equipped to make masks with a one-month lead time."

As word of the effort spread, Loftus said the company began fielding inquiries from former Darden colleagues asking if they could assist in the fulfillment of orders.

Rhoback is currently taking a pause in orders to take stock of their efforts and ensure the company can fulfill all of its orders.

Prior to the pandemic, Loftus said Rhoback was on a tear, growing 300% each year for the past two years and on pace for a 200% increase in 2020. In March, as sales began to slow and the gravity of the pandemic came into focus, Loftus said the company decided to temporarily shift its focus to doing what a startup apparel company could do to help fight the pandemic.

In addition to developing masks at cost, the company created the Carts4Hearts campaign, and is trying to encourage other e-commerce brands to offer a sale on their websites on Thursday, April 16 to benefit those affected by the coronavirus pandemic. Rhoback plans to donate 20% of its sales that day to The Charlottesville Restaurant Community Fund.

The company has also asked customers to nominate friends and family members who are working on health care front lines or struggling through the pandemic, and recently sent out 150 shirts as part of its now-completed "Pick-Me-Up Polo" campaign.

Everyone at Rhoback is working from home, Loftus said, aside from the fulfillment team led by fellow Darden alumna Alyce Outlaw – a group that now includes the Loftuses and their co-founder, Kevin Hubbard. The fulfillment team is working staggered shifts to ensure no more than one or two people are in the fulfillment warehouse at any given time, Loftus said.

"Nearly every day since early March has been a live Darden case study," Loftus said. "We believe we have set our brand up for success while also helping many people across the country, and we owe a lot of this to our Darden preparation."

Buy facemask for yourself, one goes to someone on front lines - WBAL TV Baltimore

Posted: 11 Apr 2020 06:59 AM PDT

Buy facemask for yourself, one goes to someone on front lines

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JENNIFER: WITH THE CDC RECOMMENDING THAT EVERYONE WEAR A FACE COVERING IN PUBLIC, OUR FRIENDS AT ROUTE ONE APPAREL HAVE COME UP WITH BRAND NEW FACE MASK DESIGNS. THEY'RE ALL MARYLAND THEMED. THE BEST PART FOR EVERY ONE YOU BUY, I'LL LET ALLIE TAKE IT FROM THERE. WHAT A GREAT CONCEPT. >> THANK YOU, YES. IT WAS A SERIOUS PIVOT FOR US TO MAKE FACE MASKS, BUT IT'S DUE TO A LOT OF FROM THE LOCAL COMMUNITY. ZBL ZBLIPTS. >> IT'S SOMETHING THAT NOT EVERYBODY HAS. YOU CAN'T FIND THEM. YOU GOT TO WORK IMMEDIATELY AND CAME UP WITH MAJOR DESIGNS. LET'S START SHOWING PEOPLE WHAT YOU CAME UP WITH. >> YES. SO WE MADE OVER SEVEN DIFFERENT DESIGNS. IT STARTED WITH THE MARYLAND STRONG MASKS AND THE MARYLAND FLAG MASKS. McCORMICK GOT INVOLVED. WE'RE DOING OLD BAY THEMED MASKS AS WELL. WE'RE EXCITED TO ANNOUNCE TODAY ON AIR THAT FOR EVERY MASK SOLDINGS, WE ARE GIVING ONE TO LOCAL HOSPITALS, NURSING CARE FACILITIES, AND EMS. JENNIFER: THAT'S AMAZING. >> YEAH, SO, YOU KNOW, WE WANTED TO MAKE THE PRICE POINT FAIR. WE DIDN'T WANT TO HAVE THIS BE AN OPPORTUNITY TO MAKE PROFIT OFF OF THE THINGS. WE WANT TO GIVE BACK. WE HAVE ACCESS TO BEING ABLE TO MAKE THESE TYPE OF APPAREL OPTIONS GOOD QUALITY. SO IT'S REALLY IMPORTANT FOR US TO BE ABLE TO DO THAT. >> I'VE BEEN WATCHING PEOPLE ONLINE ASKING YOU QUESTIONS. AND A BIG QUESTION, ESPECIALLY FOR HEALTHCARE WORKERS, IS THEY WANT TO KNOW IS THERE A POCKET SO YOU CAN PUT ANOTHER MASK INSIDE? >> YES, THERE IS, AND WE'RE WORKING ON GETTING FILTERS TO BE SOLD ON OUR SITE AS WELL. >> SO YOU HAVE ALL DIFFERENT DESIGNS. IF SOMEONE WANTS TO PREORDER ONE BECAUSE YOU'RE TRYING TO GET A SHIPMENT AS FAST AS POSSIBLE, WHAT SHOULD THEY DO. >> GO TO ROUTEONEAPPAREL.COM OWN THE SHOP PAGE. IT'S ON THE MAIN PAGE, THE DIFFERENT DESIGNS. PUT IT IN YOUR CART AND YOU'LL BE RESERVED FOR A PREORDER ITEM AND WILL GUARANTEE THE CHEAPEST PRICE WE HAVE AVAILABLE. >> WE HAVE A STAY AT HOME WITH THE NATTY BO FACE WITH THE MASK. A PORTION OF T-SHIRT PROFITS YOU'VE COME UP WITH ARE ALSO GOING TO LOCAL CHARITIES. >> YES, SEW WITH DO ALL SCREEN PRINTING IN MARYLAND. WHEN EVERYTHING WAS GOING CRAZY, THEY ALSO LOST A LOT OF THEIR BUSINESS AND WE PUT OUR HEADS TOGETHER AND WE'RE LIKE WHAT CAN WE DO? WE OBVIOUSLY WANT THINGS TO BE - BRINGING JOY AND FOCUS ON THE - POSITIVITY OF THINGS. SO WITH OUR LICENSING RIGHTS WITH NATTY BO, WE DID A FEW SPIN-OFF DESIGNS AND THE WARSH YOUR HANDS T-SHIRT. WE WANTED TO BRING IN HUMOR AND JOY DURING A TOUGH TIME AND, YOU KNOW, WE'RE PUTTING ALL OF THAT MONEY BACK INTO OUR LOCAL SCREEN PRINTERS THAT WE'RE WORKING WITH AND THEY'RE PRINTING THEM VERY QUICKLY. >> LET'S GO BACK TO THE MASKS. WE'LL PUT UP MORE DESIGNS SO THAT PEOPLE CAN SEE WHAT THEY ARE. LET'S GO BACK TO YOUR DONATION ASPECT OF THIS. FOR EVERY MASK THAT SOMEBODY BUYS, YOU'RE SENDING SOMEONE, A HEALTHCARE WORKER, POLICE OFFICER, FIREFIGHTER, SOMEBODY ON THE FRONT LINES? >> YES. WE'RE WORKING ON CREATING A FORUM TO STREAMLINE IT FOR EVERYONE. WE RECENTLY DID THIS FOR FANNY PACKS, DONATED OVER 2,000 FANNY PACKS. WE RAN OUT SO QUICKLY. I WAS LIKE, YOU KNOW, ALL THESE PEOPLE HAD REACHED OUT TO US, AND THEY'RE LIKE WE STILL WANT THE FANNY PACKS AND DON'T HAVE ANY MORE OF THOSE IN STOCK. THAT WAS ANOTHER REASON TO LAUNCH THESE FACE MASKS. THEY'RE THE CLOTH KIND, BUT THEY CAN COVER ANY OTHER KIND OF MASK THAT PEOPLE NEED AND YEAH. SO BASICALLY, REACH OUT TO US AND WE'LL SEND YOU A FORM TO KEEP IT MORE STREAM LINED AND WE'LL TRY TO FAST TRACK THE ORDERS TO YOU AS QUICKLY AS WE'RE FILLING THE PREORDERS. >> THAT'S FANTASTIC, ALLIE. THEY'LL BE AVAILABLE IN AREA-WIDE GROCERY STORES; IS THAT RIGHT? >> YES, I'M SO EXCITED ABOUT THE OPPORTUNITY. THEY REACHED OUT AND UNDERSTAND THE DEMAND AND THE NEED FOR THE MASKS. THEY HAVE COMMITTED TO CARRYING THESE MASKS IN ALL OF THEIR LOCATIONS IN MARYLAND. EVERY SINGLE ONE. >> THAT'S INCREDIBLE. THAT'S THE THING IS THERE ARE A LOT OF PEOPLE WHO CAN'T SEW. NOT EVERYONE HAS ACCESS TO THEM. YOU'RE GETTING FOR CHILD MASKS AS WELL; IS THAT RIGHT? >> I DIDN'T KNOW THAT BUT WE CAN DEFINITELY LOOK INTO THAT. JENNIFER: I WAS CHECKING OUT THE INSTAGRAM PAGE THIS MORNING. YOU HAD. >> THAT'S GOOD. WE WOULD DEFINITELY LOVE TO LOOK INTO THAT. AND TALKING ABOUT OUR SCREEN PRINTERS, I WORK WITH MD BRAND AND MARYLAND PRINT HOUSE TOO, VERY STRONG PARTNERS OF OURS. AND THEY ALSO ARE LOOKING AT PIVOTING AS WELL AND I KNOW THERE'S A LOT OF CRAFTERS, LIKE YOU MENTIONED, WORKING ON GETTING SOME WAYS WHERE THEY CAN STILL PROVIDE FABRIC TO DO THE CUSTOM DESIGNS. WE'RE ALL TRYING TO WORK TOGETHER. >> YOU'RE TRYING TO STAY IN BUSINESS AND HELP OTHER PEOPLE. WE GOT SOMETHING GOING ON TWIT THEY ARE MORNING, TRYING TO GET MASK DESIGNS AND ANOTHER T-SHIRT DESIGN TO THE GOVERNOR FOR TO HIM WEAR. YOU'VE COME UP WITH AN ADORABLE T-SHIRT ABOUT THE GOVERNOR IS YOUR STAY AT HOME BOY; START? >> HOGAN IS MY HOME BOY IS A DESIGN FROM COUPLE YEARS AGO. SOMEONE IN THE OFFICE SAID HOGAN IS MY STAY AT HOME BOY. WE MADE A FUNNY SOCIAL MEDIA POST ABOUT THAT. ALL IT REQUIRES IS A SHARPIE ON THE ORIGINAL DESIGN AND MAKE IT ORIGINAL AGAIN. I'D LOVE TO HAVE HIM IN ONE OF OUR MARYLAND MASKS. >> DOING THE PRESS CONFERENCES RIGHT NOW, THAT WOULD B REPRESENTING MARYLAND STRONG FOR SURE. STAY TUNED, ALI, ALWAYS TRYING TO FIND WAYS

Buy facemask for yourself, one goes to someone on front lines

With the Centers for Disease Control and Prevention now recommending everyone wear some sort of face covering when out in public, Route One Apparel has come up with new facemask designs that are all Maryland-themed, and the best part, for every mask you buy, one goes to someone on the front lines.

BALTIMORE —