With brick-and-mortar retailers around the world forced to close their doors for weeks — and those being allowed to reopen faced with a list of restrictions — brands with a proven expertise communicating with, and selling directly to, consumers have stepped in to fill the void. Just ask Amazon, which has proven to be one of the biggest winners during the coronavirus pandemic.
Rhone significantly increased its communication with its community following the outbreak of the pandemic, according to Nate Checketts, cofounder and chief executive officer. Whether as a result of Brands x Better or its own efforts, Rhone has performed well during the pandemic, selling mainly its loungewear and technical activewear directly to consumers. However, Checketts admitted that one of the company’s newest pushes, the Commuter collection of dress pants and shirts, which had been a big growth area before the pandemic, has experienced slower sales as consumers stopped commuting.
The New York City-based sneaker brand launched its Royale Court High sneaker during the lockdowns in April, which was the brand’s best sales month this year. “We’re truly an omnichannel business,” Onvural said. She did not reveal sales for the year-to-date, or for March and April, but said, “I like to think that we’re better positioned than most. The first few weeks were extremely challenging. Chapter two was reestablishing the business and this is now climbing back into a new normal for our business.”
Really big, according to Kudla, who said total sales through the end of April are actually up more than 400 percent over last year. So while Kudla is itching for the economy to be restarted, he said Vuori’s “very intentional” strategy shift, which included social media posts that offer digital workouts, fitness tips, recipes as well as a series of conversations with filmmakers, surfers and other interesting individuals, have also engaged customers, he said. “It’s been very successful and we may shift our marketing strategy to this on a go-forward basis.
Shapiro believes issues such as mental health and sustainability, that are being brought to the forefront during the pandemic, will be long-lasting, which bodes well for Fourlaps. “We have a heavy d-to-c presence and a great partnership with Peloton, so we’re cautiously optimistic,” he said. Looking ahead, Nowak said Ten Thousand is in the process of raising more capital from its existing investors and is still hoping to do a full Series A round later this year or early in 2021. The brand so far has raised $5 million from angel investors including Brian Spaly, cofounder of Bonobos and Trunk Club; Dave Gilboa, cofounder of Warby Parker; Philip Krim, cofounder of Casper, and a variety of small private investment firms.
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