Fashion Brands See Online Sales Decline in India

Fashion Brands See Online Sales Decline in India

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Fashion brands in India, already suffering as lockdown restrictions in major consumer hubs around the country halt brick and mortar sales, are also losing ground online, according to an Economic Times report.

“People are more concerned about their near and dear ones and the immediate priority is the health and safety of family and friends and that’s where shopping has taken a back seat,” said Sundeep Chugh, CEO of Benetton India, adding that his brand’s online sales have plummeted by 15 to 20 percent in April.

More than 332,000 new cases of Covid-19 were reported in India yesterday, a global record for single day transmissions. Earlier this week the country’s capital, New Delhi, went into a week-long lockdown and Maharashtra state, home to financial hub Mumbai, accounts for nearly a third of India’s current active Covid-19 cases.

Omni-channel partner Ace Turtle, which handles end-to-end online sales for brands including Fossil, RayBan, Skechers and Tommy Hilfiger, said e-commerce sales for its brands declined by 12 to 14 percent in March and April compared to January and February. Rival ANS Commerce, which manages Jack & Jones, Bath & Body Works and Aldo, said e-commerce orders were down as much as 20 percent.

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