Apparel: Challenges remain, volatile engagement patterns

   18 Jul 2016

For a wide range of sub-sectors within the consumer universe traffic in the Spring was abysmal. Department stores, likely hindered by the weather, saw lower foot traffic and despite generally improved conversions from strong product, were unable to meet consensus expectations. In the handbag sector, we have seen increases in converion online to both Coach (COH) and Michael Kors(KORS), but it appears the interest isn’t entirely organic. Our data ensemble has revealed increases in entire list emails with a higher frequency of steep discount language. For teen apparel such as Abercrombie (ANF), Express (EXPR) and American Eagle (AEO) we’ve seen an increased reliance on seasonal sales to draw consumer’s interest.

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