With brick-and-mortar stores closed and communities dealing with shelter-in-place guidelines, brands are opting to extend return windows. Adore Me temporarily changed its policy from 30 days to 90. Direct-to-consumer bridesmaids dress company Birdy Grey updated its two-week exchange and return policy for all orders placed after March 20; shoppers can sent items back through May 31. Cuts, a premium men’s T-shirt brand, expanded its return and exchange window from 20 days to 60.
Returns are already a big challenge for e-commerce companies, known to have higher return rates than brick-and-mortar. Statista predicted returns would cost brands $550 billion by 2020. And, 41 per cent of shoppers buy things online with the intention of returning certain items, according to Shopify.
Christi Campbell, Head of the fashion, retail and consumer branded products team at national law firm Duane Morris, says companies that will win the most respect from customers are ones that aren’t setting hard deadlines for customers to return products. While building customer loyalty is key over the next few months, there are clear challenges for companies that decide to extend their return window — mainly the financial strain that could be put on the company.
Companies that do make the choice to opt for a return window on the longer side, 90 days or more — will have to deal with unsold inventory that will likely be out of season. Fast fashion companies will likely struggle the most here, as they operate under a quick turnaround to keep up with the latest trends, week-to-wee, Campbell said.
Majority of export units can gradually re-start operations after manufacturing in special economic zones, export oriented units, units outside municipal limits/rural areas and industrial estates and townships is allowed to resume on April 20 as per the revised guidelines for Covid-19 containment issued by the Centre.
As per Federation of Indian Export Organisations this will help in opening of about 80-85 per cent of the manufacturing gradually and bring exports and manufacturing back on track. A positive signal will go out to the world that India is confident of containing Covid-19 through its well thought out and early measures.
FIEO noted that the decision would also give a psychological boost to migrant workers who were getting desperate with the extended lockdown. Exporters of apparels, one of India’s largest labor-intensive export sectors, want the government to allow all garment export units, irrespective of where they are located, to resume production.
The government’s decision to allow operations of seaports and inland container depots for cargo transport, including authorized custom clearing and forwarding agents, has also come as a shot in the arm for exporters as units were facing major hindrances in transporting goods, already manufactured before the lockdown, to the ports for shipping.
Industry bodies across the world are urging brands to honor their commitments to suppliers. Prominent among these are nine business associations in the STAR (Sustainable Textile of Asian Region) Network are calling on buyers to honor their contracts with their suppliers.
The joint statement was issued by the Garment Manufacturers Association in Cambodia (GMAC), the Bangladesh Garment Manufacturers and Exporters Association (BGMEA), China National Textile and Apparel Council (CNTAC), Myanmar Garment Manufacturers Association (MGMA), Pakistan Hosiery Manufacturers and Exporters Association (PHMA), Pakistan Textile Exporters Association (PTEA), Towel Manufacturers Association of Pakistan (TMA) and Vietnam Textile and Garment Association (VITAS).
These industry bodies have called for brands and retailers to take delivery and pay under already agreed terms for goods completed or already in production. They also listed a series of requests to buyers including to honor contracts, take responsibility for orders already completed or in production, offer compensation for cancelled or delayed orders, and not to pressure suppliers into mothballing orders.
UK-based fair trade watchdog Traidcraft Exchange has also asked brands and retailers to honour their contracts with suppliers from “poorer countries” over the COVID-19 outbreak. Remake non-profit has launched a petition, entitled #Payup, urging brands and retailers to continue paying factory workers in their supply chains amid the COVID-19 crisis.
Welcoming the government of India's decision to allow partial industrial activities with effect from April 20, Apparel Export Promotion Council (AEPC) has sought similar approval for apparel exporting units. Partial resumption of industrial activity will help mitigate the hardship being faced by many segments of the society, AEPC chairman A Sakthivel says.
He further urged the government to also allow the apparel exporting industry, which is facing immense financial difficulties and imminent closures, to restart their activities. He requested the government to allow apparel exporting units who export a minimum of 50 per cent of their turnover to operate under these guidelines, as already allowed to SEZs and EOUs in Para 15 of the consolidated revised guidelines.
Most swimwear brands are moving ahead with product launches, including Andie Swim and Onia. For Andie’s 2020 spring launch on April 1, which included four new suit colors, the company turned to TikTok for the first time to create a launch video of employees dancing and wearing the latest products. Andie has also been offering at 15 percent off code for customers.
Onia is also moving ahead with product launches into the summer, focusing on the brand’s direct-t0-consumer business to drive sales, with wholesale essentially at a standstill.
While both Andie Swim and Onia noticed sales slip during the first few weeks of quarantine, both said things have started picking back up in the last two weeks. The global swimwear market was valued at $18.9 billion in 2018 and was projected to reach $29.1 billion by 2025, according to data platform Statista. That was before the recent pandemic hit. It’s unclear how the market will be impacted in the long run, but Melanie Travis, CEO and founder of DTC swimwear brand Andie Swim, said she’s optimistic that while the industry may take a hit in these next few months, swimwear sales will bounce back. She is hopeful travel will resume by June or July.
Concerned over mass sacking in garment factories amid the COVID-19 outbreak, labour union leaders in Bangladesh recently demanded immediate reinstatement of all terminated workers with full monthly wages. Three unions, in a joint statement, claimed around 10,000 garment workers from Dhaka, Savar, Gazipur, Ashulia, Narayanganj and Chattogram have lost jobs.
The Bangladesh Garments and Industrial Workers Federation (BGIWF), the Bangladesh Independent Garment Workers Union Federation (BIGUF) and the Bangladesh Centre for Workers Solidarity (BCWS) called on factory owners to comply with the government order and stop firing workers during the crisis.
The three organisations suggested preparing a list of workers who have been terminated from January to March and reinstating all of them with full wage payment and inform workers about this through an official notice.
Their other demands included keeping the garment factories closed until the extended public holidays with paid leave.
The unions also warned of launching global campaign against buyers who cancel, suspend or claim discount on their orders, citing the impact of the pandemic.
K K Lalpuria, MD, Indo Count
“The current situation is very uncertain, complex and unprecedented. Customers who closed their stores or point of sales have no option but to cancel their orders. In fact, we are unable to ship to even those who have not cancelled their orders. Some have deferred it where there is low impact believing it may start by the first week of June. As the situation has impacted both parties in the business they should take each other’s views in resolving issues; should be open for suggestions and see mutually how they can minimize the loss. They should plan together to see how they can sustain their market share and build on opportunities.
Our first objective is to ensure all our staff and workers are safe. Once we are allowed to start operations, we would convert the whip to finished form and keep goods ready for shipment. We are studying the credit terms and customers business in detail to see how we can support the business jointly. We also are studying the market closely and would like to satisfy all our stakeholders by adapting good risk management policies in future. We would introduce new strategies to see how we can safeguard such disruptions in future and grow our business.
The government has taken right steps to restrict the impact of the pandemic. They now need to support us to see how the industry can revive and sustain in future. Our financial loss is high due to loss of sales, at the same time we need to pay for fixed expenses. Textile sector is capital and labour intensive and works on thin margins. To sustain this sudden loss we need government’s financial support to revive and build the sector again. By doing this, the government will be supporting farmers, labour, MSME, exports and overall Make in India.”
The closing of stores and cancelling of orders across the globe is prompting retailers to cancel orders, leaving factories in countries like Bangladesh, Vietnam, India with inventory worth of millions of dollars. Though brands like H&M, Target, Zara parent Inditex, The North Face parent VF Corp, Tommy Hilfiger parent PVH Corp and French label Kiabi have announced they would pay, as per regular terms, for all orders already produced or in production.
However, according to Vogue Business, the reality for suppliers is more complicated than just their orders being cancelled. Typical contractual agreements leave suppliers vulnerable, as brands don’t pay for orders until they’re shipped, and they decide when product will be shipped.
With Covid-19 causing mass disruptions, the already fragile retail supply chain is buckling. Though some brands are taking orders, they are asking for discounts or rebates from suppliers. Some retailers are cancelling future orders, which can prove costly for suppliers who have made plans based on brands’ projections, including having turned away other orders. Meanwhile some brands are not cancelling orders, but they are not accepting them either. This is forcing suppliers to store these goods and wait to be paid.
Though some brands like H&M and Inditex have taken their orders on time, other brands have not done so. European fast fashion retailer C&A in late
March cancelled all orders till June, including some goods that are ready to ship and others in various stages of production. Similarly, Denmark-based Bestseller cancelled all orders in mid-March while asking for a discount on orders that were shipped since late January.
Recent Bangladesh Garment Manufacturers and Exporters Association stats show, $1.5 billion worth of garment orders have been cancelled across 1,100 suppliers in Bangladesh, while $2 billion have been put on hold. Deferment and cancellations of both existing and future orders are common throughout the country’s garment manufacturing sector.
Cancelled orders have become a great cause of concern for suppliers in Bangladesh and other manufacturing countries. They are urging brands to extend their sense of responsibility to their full supply chains.
According to Sharif Zahir, Managing Director, Ananta Group, cancelled orders pose the biggest threat to suppliers; he has to pay for all the expenses involved in products that have already been made. He estimates 40 per cent of his March orders have been held back, and a smaller percentage cancelled entirely.
To deal with this, Kalpona Akter, Executive Director of the Bangladesh Center for Worker Solidarity, urges suppliers to change their contract terms. She says factories should be paid once they complete an order, whether or not it can be shipped. They should also set up a relief fund to help workers in manufacturing countries grapple with the crisis. Zahir says though brands have focused on improving welfare since Rana Plaza, they now need to be responsible for their entire supply chain. These brands need to look for easier access to liquidity that the government now provides them.
Scott Nova, Executive Director, Worker Rights Consortium, wants to see more brands step up the way H&M and the five other brands have. He feels, this will have significant impact on the health and livelihoods of millions of workers in Bangladesh, and all countries that fashion relies on to produce its goods. Brands and retailers can either choose to act responsibly, or use their leverage to push all the pain down the supply chain. Their choice of action will have a lot of implications for people around the world.
Like their European counterparts, Asian nations too are focused on a dual mission of controlling the COVID-19 pandemic and restoring their economies. As McKinsey’s simulations suggest, Asia is witnessing early indications of containment, new protocols, and the resumption of economic activity.
Urban activities in most countries are returning to pre-outbreak levels. Traffic congestion and residential-property sales are close to where they stood in early January 2020, and air pollution and coal consumption have returned to 74 and 85 per cent, respectively, of their levels on January 1. Though Southeast Asia and India are still bracing with the virus, the next normal could be emerging in Asia.
In times of crisis, Asia should focus on collaboration between the public and private sectors and also across the private sector itself. Asian companies should take greater responsibility for keeping people employed or for redeploying labor when possible.
Focusing on new technologiesThe crisis has created a need to increase the adoption of new technologies across all aspects of life, from e-commerce to remote working and learning tools. To leverage this demand, China has increased its adoption of Alibaba’s DingTalk, WeChat Work, and Tencent Meeting to connect physically distanced teams and friends has increased rapidly.
Many brands increased their online promotions to capture demand. In China, Tsingtao recruited more than 40,000 employees and consumers as ‘Tsingtao social distributors,’ to promote products on their own social networks.
The pandemic is forcing governments to implement policies quickly. Their ability to direct resources to healthcare systems is been tested. China had to mobilise tens of thousands of doctors and added tens of thousands of hospital beds to help Wuhan. Rather than focusing on lockdowns, South Korea emphasised a test, track, and isolate model: widespread testing and monitoring to reduce the risk of transmission.
To leverage data, other Asian governments have also invested in the digital ecosystem, mapping clusters and controlling transmission through apps such as Singapore’s TraceTogether and South Korea’s Corona 100m.
The crisis has shown that the world’s dependence on global supply chains is a weak link, especially for commodities with a concentration around what now seem to be vulnerable nodes. There could e a massive restructuring of supply chains: production and sourcing may move closer to end users, and companies could localise or regionalize their supply chains.
Going forward, companies may accelerate their supply-chain transition from China to other parts of Asia. According to a 2019 AmCham survey, about 17 per cent of companies have considered or actively relocated their supply chains away from China. In some sectors such as textiles, this has already been happening, and the supply-side impact of the Coronavirus could accelerate this change. Regional collaboration is already under way in response to the spread of the virus; economies in South Asia, for instance, are sharing best practices and protocols.
This year will challenge all our past assumptions as structural change will inevitably follow a world shock like this. Decisions made today will not only influence how quickly organizations and nations emerge from the current crisis but also how they adapt to the next normal.
The organisers of denim tradeshows Munich Fabric Start and Bluezone are cautiously optimistic about their next event scheduled for September 1 to 3. They are currently organizing the next event as usual and are working at full capacity to ensure that it can take place on the planned dates.
Bluezone is fully booked. With several months to evaluate options, organizers are currently examining various scenarios with which it can react flexibly and in a solutions-oriented manner to any changes in government guidelines for events. In addition to hygiene measures, this may include widening aisles between the stands to create the necessary distancing, regulating access to the exhibition halls, distributing the visitor flow to avoid congestion, distance markings or digital ticketing.
The January 2020 event was among the final denim industry events to take place before the COVID-19 struck Europe. The show closed with a slightly declining number of visitors, due to the worrying news about the rapidly spreading virus.
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