Kayla Marci

May 7, 2021

The EDITED COVID-19 Retail Dashboard: Monthly market analysis of global trends

The COVID-19 Retail Dashboard is powered by real-time data from the EDITED Market Intelligence Platform to understand the state of each major market.

Businesses will need data as an ally to make the best decisions for their trading category during these uncertain times while being as reactive as possible. So we created an interactive coronavirus retail dashboard for retailers to see the effects of the virus on the market in real-time and how regions are recovering from the pandemic. 

To support retailers with continuous lockdown restrictions in key regions, we’ve compiled a top-level analysis of the effects of COVID-19 on arrivals, discounts and sell outs over the past month.

Key takeaways

• With April 2020 arrivals impacted by COVID, 2021 arrivals soared in comparison across all analyzed regions. Variances increased between 51%-162% (the UK and Spain). However, arrivals are yet to return to 2019 levels of "normal" delivery cadences.

• Conservative discounts were a core theme across most regions, with the US and UK realigning their proportions to 2019 levels and Spain pulling back compared to 2020.

• While Australia's discounting was lower than during the pandemic, this region offered the most aggressive discounts compared to the Northern Hemisphere.

• Comfort may still be ingrained in consumer wardrobes. However, this was the first time in a year where sweatpants or hoodies didn't fall into the list of products with the most sell-out activity. With the Northern Hemisphere reaching its summer season, dresses infused with Cottagecore and partywear elements worked well.

Reach out to a Retail Specialist to understand the methodology on how the dashboard was put together. 

US: The most conservative discounting in two years

 In April 2020, US arrivals were at their lowest point due to the pandemic. This April, though still below 2019 levels, they sit 61% higher YoY. 

coronavirus retail

A region that boasted some of the most aggressive discounting last year, promotions in the US have simmered down and are now even lower than in pre-pandemic times. The proportion of assortments reduced are 48% vs. 63% in 2020, with an average reduction of 35%.

coronavirus retail

coronavirus retail

As the US reopens, summer products infiltrate consumers' wardrobes with dresses, sunglasses and sandals seeing the highest levels of sell out activity.

Products with the most sell-out activity YoY

  • Glasses/sunglasses
  • Skater dresses
  • Sandals
  • Blazers

coronavirus retail coronavirus retail coronavirus retail coronavirus retail

L-R images via: Zara, Forever 21, Hollister, Mango
 

UK: April reopenings boost non-comfort categories

As forecasted last month, April arrivals in the UK trumped 2020 levels as COVID gripped retail processes. Newness in 2021 is 51% higher YoY, yet as per the US, it is still below 2019.

coronavirus retail

Discount proportions have realigned themselves with 2019 levels with 45% of assortments reduced - 19% lower than in 2020. The average discount depths follow a similar trajectory to the past two years, currently at 35%.

coronavirus retail

coronavirus retailWith comfort now a permanent fixture in consumers' wardrobes, nighties and leggings ranked as some of the top selling items in April. With non-essential retail opening and punters able to meet for outdoor drinks, dressier items outpaced sweatpant sell outs.

Products with the most sell-out activity YoY

  • Bodycon dresses
  • Nighties
  • Leggings
  • Smock dresses

coronavirus retail coronavirus retail coronavirus retail coronavirus retail

L-R images via: Calvin Klein, H&M, Gymshark, Debenhams
 

Spain: Preparing for an optimistic rebound

Arrivals saw a sharp increase MoM, tracking 162% above last year's peak pandemic numbers.

coronavirus retail

45% of ranges are discounted, which is below 2020 levels at 48% yet is still above 2019 at a more conservative 37%. The average discount depth remained unchanged from 2020 at 33%, slightly above 2019 at 32%.

coronavirus retail

coronavirus retail

As the weather heats up, Spain's return to normalcy is indicated by lifting its borders for British tourists. Summer items worked well with swimsuits and jumpsuits seeing the highest levels of sell out activity compared to comfort-centric products.

Products with the most sell-out activity YoY

  • Playsuits
  • Bags
  • Swimsuits
  • Bras

coronavirus retail coronavirus retail coronavirus retail coronavirus retail

L-R images via: Joslin at Net-a-Porter, Zara, Massimo Dutti, C&A
 

Australia: Bullish discounting despite an economic rebound 

Delivery cadences saw a deep decline MoM following retailers dropping their winter lines. However, arrivals are still above 2019 and 2020 levels with a 70% YoY increase.

coronavirus retail

Discounting proportions are aligned with 2019 levels at 50%, a contraction from last year's aggressive 61%. Despite this, it's still the highest discounting across analyzed regions. Discount depths are steep too - 39% vs. 37% in 2020.

coronavirus retail

coronavirus retail

The reverse seasonality and high discount levels indicate retailers are clearing through summer goods. Warm weather products saw the highest level of sell out activity. However, they would have a discount attached to encourage sales.

Products with the most sell-out activity YoY

  • Shorts
  • Midi dresses
  • Sneakers
  • Maxi dresses

coronavirus retail  coronavirus retail coronavirus retail coronavirus retail

L-R images via: Sportscraft at David Jones, Forever New, Nike, boohoo
 

Interested in other analysis on the retail industry? Sign up to our weekly Insider Briefing now.