Clothing and apparel retailers are continuing to see steep declines in 2020, with sales well below 2019 levels.

Earlier this month, Mucinex unveiled Sickwear, a six-piece fashion collection that aims to help consumers get through the cold and flu season in style. While it may not be the typical route for a healthcare brand, its parent company RB has been leveraging different channels, including TikTok and now social commerce, to reach consumers—particularly those who may not be aware of its direct-to-consumer (D2C) business.

Apparel manufacturing company Dickies recently launched a digital-first content campaign to build on its ongoing diversity efforts. Amid the pandemic, it had to be shot by the very creators highlighted in it, using their own devices.

Budget cuts and advertising pullbacks are giving companies in industries like retail, accessories and entertainment new reasons to explore the benefits of these technologies.

As consumers now spend much of their days at home, some have taken to wearing comfortable attire full-time. One in five US adults said they purchased clothing that is considered loungewear or leisurewear since the pandemic began, according to a June 2020 survey from CivicScience.

eMarketer analyst Ross Benes, forecasting analyst Eric Haggstrom and principal analyst at Insider Intelligence Andrew Lipsman discuss how the tech giants are coming for your TV. They then talk about why lululemon athletica bought connected fitness startup Mirror, why premium loyalty programs are in fashion and what happens when stay-at-home orders end.

According to October 2020 data from social metrics firm Shareablee, apparel and accessories drove the highest share of social actions (55.7%) of any retail subcategory, followed by consumer electronics (15.4%) and sporting goods and equipment (8.3%). Apparel/accessories engagement is driven by everything from luxury fashion to youth fashion to athletic apparel to shoes.

Take direct-to-consumer brand Cuts Clothing, for example. Despite the fact that its main customer base is ages 28 to 40, it has decided to steer clear of using memes in its marketing, said Steven Borrelli, founder and CEO of the brand. Appropriateness: Since memes are supposed to be culturally relevant, they often touch on sensitive or controversial topics.

“Obviously the impact of fitness centers being closed has driven people to upgrade their home gym—and the apparel that goes with it.”. Apparel is of course a key category during the holiday season. And while certain segments like athleisure did well, the category faced huge pandemic-related headwinds.

Apparel Retail Sales. Apparel sales via ecommerce will have a surprisingly strong year in 2020, all things considered, but not by nearly enough to save the overarching category. Most people still prefer to buy clothing in stores, and these sales will decline precipitously.

There’s a particular genius to this year’s “Big Style Sale” fashion event. Amazon embraced this low-risk concept test while ingratiating the company with struggling apparel retailers eager to offload piled up spring and summer inventory. Amazon has been working hard to burnish its fashion credentials to attract more premium apparel brands—and this was a lifeline to many during a time of need.

Saks Fifth Avenue: The luxury department store promoted the launch of a new line of fitness apparel from clothing brand Alice + Olivia by hosting a series of yoga classes on Instagram Live.

Minimal need for workwear, event wear, and back-to-school fashions has already hit the category hard. Additionally, excess inventory will be competing with the winter seasonal fashions that typically drive revenues and profits. According to Goldberg of Publicis, “There’s all of this distressed apparel that didn’t sell in season.

Apparel Retail Sales. Apparel sales via ecommerce will have a surprisingly strong year in 2020 all things considered, but not by nearly enough to save the overarching category. Most people still prefer to buy clothing in stores, and these sales will decline precipitously.