Zanerobe director Jonathon Yeo discusses the trends of COVID, what's worked and what's next for the business.
How has your business changed during COVID?
Obviously all brands shifted to a B2C model from April to September but as most wholesale markets slowly re-emerge, we're starting to supply partners with new season product.
It's a cautious re-emergence but a positive sign for traditional retail.
To what extent they'll recover, time will tell.
What successful initiative has Zanerobe rolled out this year?
A growing request for retail partners to integrate drop-ship channel options with the brand, which we've obviously facilitating.
Approximately 20% of our traditional retail base are looking to optimise their own B2C channel - which makes perfect sense - especially with the possibility of second or third waves being a looming threat or the inevitable closures of physical stores.
How is trade at the moment?
Not too bad currently.
Initially down YoY but the Zanerobe website has clawed back a fair proportion of sales.
April and May were strong, June to August a little softer as restrictions eased off.
It really depends on the geographic location of the customer as to where the underlying demand resides.
Canada has been super-strong for the brand, US very steady gains and Australia continues to perform well.
Where we're feeling the majority of pain is on demand-driven delays to logistics and fulfilment.
What have been some trending products and/or categories during this time?
Triple-digit growth in cozy-comfort, anything fleece and jersey based with unique styling features has done remarkedly well over this time.
We anticipate woven products to bounce back soon as we slowly return to the workplace.
Don't expect everyone to return so demand for both should even out over time.
What changes in customer behaviour have you witnessed?
Strong use of buy now-pay later facilities, utilising cheaper interest rates versus a traditional credit card.
And of course the choice of category, fleece over woven for a more comfortable stay-home experience.
But in saying that, great product will buck the trend and always sell well so that's where we focus most of our attention rather than try and predict future category trends.
How are you preparing for Cyber Weekend and/or Christmas this year? Is this different to other years?
We're thinking business as usual by November so planning accordingly.
We'd be happy to match 2019 results but understand that the risk of a two-paced recovery may limit the volume of business and growth YoY.
Obviously some people have been immune financially whilst others are suffering or could suffer between now and then so catering for both sections of our community will be at the forefront of our planning and messaging.
What is on the horizon for Zanerobe in 2021?
Product design and quality is paramount, always has been so no changes there.
Continue to support our customers during what is going to be a patchy recovery, listening and reacting to their needs at all times.
A mindful and cautious approach to business costs and inventory.
The health and well-being of our team, ensuring they're well-resourced and supported in a changing work environment.