Selling Bare In Pandemic
Curve Connect, a virtual trade show of Curve New York extended through the end of the year, spoke with lingerie retailers intimately today about how they’ve dealt with COVID19 shutdowns from the very beginning of the pandemic, up until now as COVID19 is still an apparent threat on the population, and businesses of all kinds if they themselves haven’t become a victim of COVID already.
Speciality retailers share unique circumstances with COVID19, most expected the shutdown would only last a couple weeks or a month at the latest, but quickly had to pivot to virtual means when shutdowns lasted longer, and going out of business was not an option, so they amped up their internet presence, offered deals on certain products, partnered with other retailers to keep customers coming in, and had to take a loss in order to maintain customer loyalty when this pandemic ends.
For those retailers who are totally against going virtual, they only use the internet to a certain extent, it’s not their main focus, their philosophy is that it’s best for their customers to come in and try on intimates because it’s the only honest way to know whether a bra and panties fit on you or not, but it must be done at absolute CDC requirements, social distancing, constant cleaning and sanitizing, and by appointment only.
