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How to sell clothes during a retail apocalypse
Brand survival in the pandemic is part luck, but there are some lessons to be learnt, says the Financial Times’ Rana Foroohar.
NEW YORK CITY: Aside from tourism and commercial real estate, it’s hard to imagine an industry that has been as devastated by COVID-19 as retail.
In the US, malls are empty. Big brand chains from J Crew to Brooks Brothers to Lord & Taylor have filed for bankruptcy.
In the work-from-home era, people still buy things – computers, home office equipment and wine – but apparel just isn’t top of mind these days.
US commerce department figures show that there was a 20 per cent decline in clothing sales last month compared with August 2019. When even Anna Wintour, the editor-in-chief of Vogue magazine, is at home in her sweatpants, who is thinking of dressing up?
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