As a second wave of Covid-19 sweeps India, many online clothing retailers have seen sales drop by around 20% to 30% as shoppers brace for hardship and numerous locations are only permitted to sell essential goods.
“People have already gone through a lot of hardship and they see this is a crisis that is not going to go away soon,” said clothing brand Forever New’s country manager Dhruv Bogra, ET Retail reported. The brand has seen its online traffic drop by 30% compared to March. “This is creating greater anxiety and uncertainty than before.”
Some fashion retailers are offering discounts to service customers in areas where non-essential goods sales are still permitted to boost sales. Flipkart’s e-commerce fashion arm Myntra currently has a footwear sale and Ramadan sale running with up to 70% off clothing. Nykaa Fashion also has a range of concurrent sales on its multi-brand e-commerce platform including 50% off on several of its private label brands.
With both Mumbai and Delhi under lockdown with shops closed and only ‘essential’ e-commerce permitted, two major shopping destinations are currently closed down. In areas where fashion retail is still permitted, fears over returning lockdowns and employment uncertainty have curtailed consumer sentiment. Many brands on the road to recovery after 2020 are now facing an uncertain future once more.
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