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''' '' THE BRANDS
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STUDENT Emily McKenna, 22, a recent college graduate from Omaha, Nebraska, says she is a big fan of Asos, an online-only clothing brand, because she likes the video feature that shows what the clothes look like on models.
BEFORE THE PANDEMIC, SHOPPERS IN U.S. were faced with abundance of choices online and were becoming less loyal to clothing brands, particularly those that were stuck in the middle.
Shoppers were also focused on getting the best deals, often waiting for merchandise to go on sale before they were willing to buy a habit sharpened during the Great recession.
According to a March survey by McKinsey & Co, 40 per cent of the U.S. shoppers polled in France, United Kingdom, Germany and U.S. tried new brands or made new purchases with a new retailer; that number was 48pc for US shoppers.
The ability to shop and get information online taught consumers more options. Retailers have been reliant on promotions and they've created a monster of promiscuous shoppers, said Steve Dennis, president and founder of SageBerry Consulting, a retail consultancy.
WHEN ARCHIE JAFREE HEARD THAT LORD & TAYLOR FILED chapter 11 bankruptcy in early August, he was sad about the fate of the storied retailer with roots dating back to 1824.
Still, the 36-year old northern Virginia resident acknowledged he hadn't shopped there in months, preferring instead to go to Nordstorm and Zara, where he feels the customer service is better.
''It had been quality clothes,'' Jafree said of Lord & Taylor, but they hadn't evolved with the times.
Many shoppers like Jafree are seeing iconic labels vanish or become mere shadows of themselves, driven in part by a pandemic that has shoved them into bankruptcy but also by changing consumer habits that put less emphasis on brand names and more emphasis on experience.
So far, more than 40 retailers have filed for Chapter 11 this year, including roughly two dozen since the pandemic. That's more than double what was seen for all of 2019.
Lord & Taylor announced last week that it was liquidating the business and closing all of its remaining stores J.C.Penny filed for Chapter 11 in May and announced plans to permanently close nearly a third of the 846 stores.
Ann Taylor parent Ascena Retail Group said it would close all of its Catherines stores, a significant number of Justice stores, and a select number of Ann Taylor, Loft, Lane Bryant and Lou & Grey stores.
And Brooks Brothers, which will be sold to the nation's largest mail operator Simon Property Group and licensing firm Authentic Barnds Group, will shrink to about 125 stores from more than 400.
Although loyal customers bemoan their loss, that brands have been losing favor for year's because they hadn't kept up with the online buying shift and failed to stand out. The pandemic focused non-essential retailers to close this past spring in order to mitigate the spread of the coronavirus pushing them further in peril.
Now, the pandemic is testing brand loyalty even more as shoppers, worried about going to physical stores, want quicker deliveries and curb side pickup, says Robert Passikiff, president of brand research firm Brand Keys.
Amber Atherton, CEO at Zyper, which connects brands with the top 1pc of their fans and enlists them to become brand ambassadors, says shoppers have been increasingly hanging out in community groups online and the pandemic just accelerated that trend.
She cites Gucci's recent collaboration with tennis mobile game Tennis Clash, where shoppers can buy exclusive Gucci outfits within the game as well as on the company's website. To build shoppers loyalty, brands need to create delightful experiences online, Atherton said.
The Honor and Serving of the Latest Global Operational Research on Shoppers, Loyalty, and Clothing Brands continues. The World Students Society thanks AFP.
With respectful dedication to the Shoppers, Online Shopping, Students, Professors and Teachers of the world. See Ya all prepare and register for Great Global Elections on The World Students Society : wssciw.blogspot.com and Twitter - !E-WOW! - The Ecosystem 2011 :
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