CORONAVIRUS REPORT

The state of fashion e-commerce a month into the pandemic: we're looking at development of sales by categories, top products and unique data from over 300 e-shops in the Czech Republic, Slovakia, Romania, Hungary, and Greece.

State of emergency introduction

16.03
Romania

Slovakia

11.03
Hungary

Greece

March 2020

12.03
Czech Republic

16-18.03
Closing of shops and introduction of limitation of people's movements

At GLAMI we are monitoring the situation around COVID-19 and its effect on the online fashion world carefully. What was the immediate impact of the coronavirus on GLAMI and fashion e-shops, and how did the situation develop throughout March and April? We have compiled the important data for you in this report.

 

Fashion e-shops revenue development

We saw the first signs of decline in revenues of fashion e-shops when the COVID-19 started to spread in the beginning of March (1). During the week when the governments in our examined countries announced states of emergency we observed the biggest decrease in revenues, mostly down to 30%, but in Hungary down to 50% (2).


But already from the following week, there was a rapid recovery - it took only 2 weeks to come back to original numbers. What is more, in April the fashion e-commerce bounced back and even surpassed the numbers before the COVID-19 outbreak.

(1)

(2)

Start of emergency declaration in 5 countries

Total GMV (gross merchandise value) index is based on data from 1200 e-shops, which can be found on GLAMI in the Czech Republic, Slovakia, Romania, Hungary, and Greece.

 
 

Research among fashion e-shops

To find out what effect COVID-19 has already had and will continue to have on the fashion e-commerce industry, we shared a questionnaire about the current situation with our partner e-shops in the Czech Republic, Slovakia, Romania, Hungary, and Greece. From a sample of 300 e-retailers, we bring to you a report on the coronavirus' impact on online fashion retail in five of our biggest markets. 

 

Responses collected during April 2-12, 2020.

#01

What changed when the state of emergency was announced?

Combined data for all markets surveyed.

Country specific highlights:

92%

of e-shops in Romania reported a decrease in sales

19%

of e-shops in Hungary  reported an increase in sales

56%

of e-shops in Hungary reported a decrease in website traffic

10%

of e-shops in Czech Republic reported an increase in traffic

40%

of e-shops in Greece saw a disruption to their supply chain

11%

of e-shops in Romania reported cheaper traffic acquisition costs

38%

of e-shops in Greece were faced with delivery issues

13%

of e-shops in Hungary saw changes in their top performing categories 

#02

Changes in consumer behaviour

(compared to the period before the lockdown)

Increased demand for cheaper products

More questions about delivery time

Higher social media engagement

Increased demand for quality products

Other*

33% 

30% 

16% 

15% 

15% 

5% 

19% 

More questions about safe delivery

More questions about payment methods

Question: Which of these changes in the behaviour of your customers do you already monitor (compared to the period before coronavirus)?

Combined data for all markets surveyed.

The biggest demand for cheaper products was seen in Romania, where 48% of e-shops reported an increased interest in lower priced items among their customers. The highest social media engagement was reported by the e-shops in Slovakia, with 30% of them confirming an increase in user activity on their social networks and blogs. 

*In response to the option "other", e-shops mentioned having faced bigger volumes of returns and order cancellations, as well as an overall decreased customer activity. Some reported having the traffic, but not enough conversions.

#03

What steps have been taken?

Combined data for all markets surveyed.

Country specific highlights:

68%

of e-shops in Greece cut advertising costs that were not generating immediate ROI

38%

of e-shops both in Greece and Romania put cooperation with agencies and freelancers on hold

42%

of e-shops in Greece reduced employee salaries

17%

of e-shops in Slovakia laid off employees

0%

of e-shops in Greece reported laying off employees

While most e-shops reported taking steps to help their businesses survive the challenges brought on by the pandemic, including the introduction of new product lines (26% of stores in the Czech Republic claim to have done so), some opted for not taking any action at all. It's business as usual for these many retailers in their respective countries

24%

Hungary

1200px-Civil_Ensign_of_Hungary.svg.png

20%

Greece

17%

Czech Republic

14%

Slovakia

1200px-Flag_of_Slovakia.svg.png

4%

Romania

1200px-Flag_of_Romania.svg.png

#04

What kind of activities were introduced?

And have they been effective in dealing with the current challenges?

Combined data for all markets surveyed.

While the Czech Republic and Slovakia have seen a peak in local designers' and shops' creativity when it comes to production of face masks due to them being made mandatory for all by the governments, in the rest of countries where masks are optional no shops reported introducing this new category to their product line.

While only 15% of e-shops launched motivational campaigns to inspire their customers to help their businesses through the difficult times, 38% went straight into the mid season sales and launched sales campaigns that were not originally planned.

When it comes to delivery and returns in these uncertain times, Romania is leading with the biggest number of e-shops introducing or updating their free delivery policy.

 

However, only 3% of e-shops in the country started offering extended returns period.

Still, out of all the countries surveyed, Romania is the only one where all e-shops reported having taken action to introduce new activities in response to government restrictions.

Looking at each country's response to the restrictive anti Covid-19 measures taken by the governments everywhere, it's apparent they all bare something in common: at least 1/3 of the e-shops turned to the tried-and-true sales campaigns.

 

Romania is leading here with more than a half of e-shops having launched sales campaigns.

Greece stands out as the country with the biggest number of e-shops attempting to motivate their customers to shop in support of their businesses.

#05

What awaits us on the other side, according to the e-shops surveyed

50% 

31% 

10% 

9% 

Combined data for all markets surveyed.

Half of the e-shops we surveyed believe the goal right now is to survive until better days. 31% see the current challenges as an opportunity for growth and change. 10% are keeping extra optimistic, not seeing the pandemic as a threat to fashion retail.

TOP lockdown products

As COVID-19 was declared a global pandemic, the entire world - including the online one - turned upside down. At GLAMI, we decided to look at how the new reality affected the fashion consumer's shopping habits. Are you interested in what customers were searching for, what they chose to spend their money on, and how product and category rankings changed across markets? Read on for the stand out data from all of our websites.

 

State of emergency declaration in 5 coutries

#01

Face masks

+5650%

increase in search for the term in Czech Republic

We've seen the search for the term "face mask" surge also in Slovakia (+4250%) and Turkey (+453%). Related products that could be used in place of a mask also grew in demand in Czech Republic: searches for "sports buffs" increased by +1150%, while orders of scarves increased by 190%. 

#02

Sportswear

+3333%

increase in search for the term in Spain

Customers in Greece have actively searched for the sports clothes too (+820%) and backed it up with the orders that increased by 114%. Looking at related searches, we've noticed an increased interest in "tracksuits" in Croatia (+340%) and Bulgaria (+213%), as well as a bigger demand for "sweatshirts" in Hungary (+188%).

#03

Kids' clothes

+211%

increase in orders for the category in Greece

Kids' clothes category also grew in orders in Slovakia (+60%) and Czech Republic (+28%). Customers in Brazil searched for kids clothes 175% more often than in the same period before. In related searches, we saw a spike in "kids' sneakers" in Slovakia (+436%).

#04

Sleepwear

+745%

increase in orders for the category in Greece

While quarantine has some working out more than usual, others are catching up on sleep... And are looking for something to wear for the occasion. Hungarians searched for pajamas 81% more often than previously. Other home wear categories have seen an increase as well: underwear orders in Greece grew by 432%, bathrobes in Romania - by 300%.

#05

Sneakers

+27%

increase in orders for the category in Czech Republic

We've also noticed an increases in search for sneakers in Spain (+89%). Looking at sneaker brands and styles, these are the ones that stand out: Puma Cali in Bulgaria (+2617% in search), Nike Air Max 720 in Slovenia (+1050% in search), and Nike Stefan Janoski in Slovakia (+575% in search, +65% in orders).

#06

Levi's

+337%

increase in search for the brand in Greece

Some of the leading search queries are always for specific brands. While the Greek customers increasingly searched for Levi's products, there was also a noticeable increase in searches for Puma in Slovakia (+156%), Tommy Hilfiger in Slovenia (+145%), and Supreme in Czech Republic (+69%).

Development of fashion categories

During the week of March 9-16, when state of emergency was declared in all of the countries surveyed, we could see the biggest drop in orders in almost all categories. Only the face mask category was rising in markets where they were made mandatory by the government.


But already during a week right after (March 16-22) some categories started to take off again. The biggest growth was seen for home and night wear.​ Children clothing also soared rapidly.


Already starting from March 23 almost all categories are seen rising again - consumers started to feel more optimistic, with the Easter weekend contributing to the growth as well. As people started to discover outdoor and indoor sports activities that could be done in quarantine, the popularity of leggings and sneakers increased and they became trending.

About the report

The report is based on GLAMI's internal data and the results from the survey among 300 fashion e-shops in the Czech Republic, Slovakia, Romania, Hungary, and Greece (responses collected during April 2-12).

Fashion search engine

Contact 

Julia Osovskaya

julia.osovskaya@glami.cz

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