Summer sales for the clothing sector fail

The summer sales will not have been a success for the clothing sector, which is struggling to regain its pre-health crisis level.

The failure of the summer sales

The 2021 summer sales will not have been as successful as professionals in the clothing sector hoped. Started on June 30, 2021, after a postponement, the results three weeks later are not brilliant. According to the national clothing federation (FNH), its sales will have been a “ false bounce »With an average increase of only 4.5% of the turnover of FNH members during the first three weeks of the sales period.

The date of June 30, 2021 as the launch of the sales was unfavorable for traders, since it coincided with the first departures on vacation. For the large brands, the sales will have had a more positive result with a 16% increase in turnover during the first three weeks.

The sector far from the level of store visits in 2019

The FNH notes that with the closure of 5 months in a year of clothing stores and despite a very good recovery at the reopening of May 19 which was marked by ” an explosion in attendance until June 15 , the sector has still not recovered to its pre-health crisis level, i.e. its 2019 level.

The president of the FNH, Franck Hoët, believes that since June 15, the French have bought less and that by the end of the summer sales, their buying behavior will not improve. ” The clientele is totally lost with constantly changing dates and private sales and promotions that multiply. The second markdown does not change anything. There is no foreseeable outburst by the end of July 27 “, he explains. For professionals in the sector, the current sales model is “ totally obsolete And must be reviewed.