With most of non-essential retail on a pause, few fashion brands are spending much on marketing. But a new study suggests that ramping up messaging and promotions to consumers during the coronavirus outbreak could pay off with more sales, even as retailers such as Gap, Everlane and Ralph Lauren have closed up physical locations and furloughed employees.
Measured, an analytics company, studied marketing and sales data for a host of fashion retailers, including both native ecommerce brands and brands with brick-and-mortar shops. It found that brands that ran aggressive promotions and either bumped up or didn’t decrease their media spend on digital channels and TV saw online sales increase by an average of 81 percent from March 16 to March 29 compared with the month-earlier period. Also, online sales jumped 70 percent on average compared with the year-earlier period.