The second COVID-19 wave is threatening online sales of many fashion and lifestyle brands. As per Economic Times, online sales have dropped by almost 30 per cent in April compared to March. Online sales of Benetton India have dropped by 20 per cent since the first week of April, says Sandeep Chugh, CEO. Ace Turtle also reported a 12-14 per cent drop in sales for its brands Fossil, RayBan, Lifestyle, Skechers and Tommy Hilfiger. Similarly, ANS Commerce reported a 20 per cent drop in e-commerce sales of its Jack & Jones, Bath & Body Works, Celio and Aldo labels.
To tide over these losses, some brands have introduced steep discounts through text messages or on the social media. Marks & Spencer is offering up to 50 per cent discount, Asics is offering a 40 per cent plus an additional 15 per cent, Jack & Jones is offering t 50 per cent discount while Celio has announced a 40 per cent discount plus 10 per cent rebate on pre-paid orders.