What if there is no going back-to-schools this fall?
Retailers fret the potential impact on business, apparel sales in particular, and are being challenged like never before to manage their marketing, ordering and inventories in an economic climate of extreme uncertainty. Pressures are mounting in a season where coronavirus cases continue to spike in many states, unemployment remains high and politics are depressingly divisive.
This season, Target has extended from one week to six weeks its Teacher Prep event, which offers educators of students in kindergarten through high school 15 percent off classroom supplies. College students can receive a $5 off coupon by spending $20 in stores or online.“Back-to-school will certainly look different than what we are used to, and will vary by country, state and city,” said a spokesperson for Abercrombie & Fitch.
“Backpacks have always been big for back-to-school but so far it’s been a big dud,” said another supplier. “Apparel sales once stores reopened were good,” he added, suggesting some pent-up demand for summer merchandise. As far as purchasing any fall b-t-s merchandise, “people are waiting to see what happens with the schools.”
Many other states, including New Jersey and North Carolina, are advocating a hybrid model of classroom and remote learning. New York is leaving the decision up to the individual school districts if they meet certain criteria and Connecticut and Delaware have yet to make a decision. “By any measure, this is an unprecedented year with great uncertainty, including how students will get their education this fall whether they are in kindergarten or college,” said NRF president and chief executive officer Matthew Shay. “Most parents don’t know whether their children will be sitting in a classroom or in front of a computer in the dining room, or a combination of the two.
Against that backdrop, some retailers continue to be aggressive with their approach to b-t-s. “It’s definitely an important season for us from a volume point of view,” said American Eagle’s Kessler. The teen chain always launches new jeans each year and this year is no exception. A campaign launching this week centers around two new stretch jeans for men and women.
Walmart also adjusted its back-to-school approach due to COVID-19. The company said, “In addition to offering favorite back-to-school essentials on the list year-after-year, we’ve made sure to stock up on items that will help teachers and students who continue to learn from home, including office furniture and electronics. And because safety is always top-of-mind, we have also stocked up on items like hand sanitizer, masks and disinfecting wipes.
For the season, Edwards said comfortable clothes, matching sets and tie dye are trending. Top brands include Jac Parker private label, Z Supply, ath-leisure from Koral and Beyond Yoga, and jeans from Levi’s Flying Monkey and Black.Because of the uncertainty this year, Edwards believes it will take six to eight weeks to do the volume the retailer would have done in two to three weeks in years past.
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