Event cancellations have shrunk the demand for shapewear.
Spring marks the arrival of many things. Included in that list are weddings, graduation ceremonies, galas, museum openings and red carpet events. But as the nation’s need for social distancing persists, these occasions have been recast as virtual events, postponed or altogether canceled.
Most notably was Kim Kardashian West’s launch of Skims Solutionswear last September. The shapewear assortment offered a fix to familiar fashion fumbles, such as red carpet mishaps, visible bra straps or unsightly tummy rolls — solutions to pesky problems that even the most glamorous fashionistas face, like the Kardashians.
Now, as store closures around the nation continue, many retailers have started canceling orders. Overall product arrivals dropped by 64 percent the week ending April 10, compared with the same time last year, according to retail analytics company Edited. Mick added that some consumers may get used to working from home, so much so that they won’t feel the need to stuff themselves back into more tailored silhouettes — even when out in public.
“People are cocooning right now,” said Gerald Storch, founder and chief executive officer of Storch Advisors, a consumer advisory firm, and former vice chairman of Target and ceo of Hudson’s Bay Co. Inc. “It won’t be until we’re comfortable again in large gatherings that people will start buying clothes again.”
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