Monday 15th June marks the return of retail but not as we know it. The government guidance states the requirements of opening safely on that day. By that time England will have endured almost 3 months in the absence of non-essential retail but the return will be much altered from the one that we left behind 3 months ago. The advice on fitting rooms is of particular significance to lingerie and swimwear retailers whose business is largely centred on their USP (fitting).
Whilst this re-opening represents an opportunity for ailing retailers to regain some much needed custom, shopping will be unlike anything we have experienced before. Sure, we are all now accustomed to supermarket queues, social distancing and paying by contactless when we can but what will it feel like shopping for clothes, underwear, gifts… from local stores where the one-to-one consumer service is as important as the actual product itself. The question facing retailers of all types is not returning to normal but adapting their retail environments to ensure that they are not just safe but attractive to consumers who need to feel confident about returning to shop in bricks and mortar outlets.
Fitting rooms to remain empty to mid June and beyond?
This new reality provides a particular conundrum for lingerie retailers, especially owner-managed shops, who rely on their reputation for fitting and expertise in guiding the consumer to the best garments for their body type – this is the most intimate of shopping experiences and hard to replace with a 2 metre distance between shopkeeper, fitter and customer. Government edicts are clear – fitting rooms should be closed wherever possible and contact between customers and colleagues has to be limited. Where fitting rooms have to be used, they should be cleaned after every use which is something that lingerie retailers are happy to commit to. Returned or tried on goods are required to be stored in separate area or cleaned with usual cleaning products before displaying them on the shop floor.
At time of writing, retailers speaking to Underlines were divided on their feelings and response to the new reopening date. Both make valid points – some aligning themselves to the beauty and hair industries in respect of the level of contact with consumer and how difficult social distancing would be so they are prepared to wait until July before considering opening. Others believe that with adjustments, high cleanliness standards (already a feature of intimate apparel shops) and common sense means that there is no reason to hold back from opening as soon as they can: many of these were already primed for opening 1st June. Whilst no-one wishes to endanger work colleagues or customers, it is repeated that business has to start somewhere and that independent shops are crucial to the country’s economy and sense of wellbeing.
One common theme does emerge – that the shops will seek to further increase their appointment only rota whilst open. And this is not a bad plan by any means – the consumer will feel valued as she will have the luxury of undivided attention and the reassurance that staff have time to clean and disinfect between appointments. And it is certain that consumers themselves will be more hygienic and convenience-conscious: shopping local reduces contact when compared to going to a larger department store or chain outlet.
Rebuilding confidence in the consumer is vital now before shops open their doors – keeping on touch on Facebook telling customers how they will look after them, offering special appointment times, even a short video tour of the shop on Instagram or other social media platform, showing the new safety regulations in place and the desirable stock in the shop – both a reassurance and a teaser for when they come out to shop again. There is no doubt some appetite for shopping, even if it is different from what went before – people are hugely adaptable. If the last 3 months has shown us nothing else, it is surely that.
