The coronavirus may actually provide a boost to Father’s Day sales this year.
Fingers crossed: the coronavirus may actually provide a boost to Father’s Day sales this year — at least that’s the hope of some major men’s wear retailers.
“Overall, we stand for great brands, value and convenience,” he said. And that includes an increasing focus on activewear, which has been an “incredible initiative for us,” he said, and now represents more than 20 percent of the company’s business overall. Led by Nike, Under Armour and Adidas in apparel and New Balance, Vans and Converse in footwear, the activewear category has become a “core strength” for Kohl’s, Howe said.Activewear is a popular choice for Father’s Day this year at Kohl’s.
The company’s web site has a number of categories featured including active, golf, wearable technology and sports-related merchandise and gift suggestions in a wide range of prices under $15, $25, $50 and $100. And the marketing message, both in direct communication with customers as well as on the company’s web site, centers around spending time with dad at home.
For the holiday, Penney’s is focusing on what Useforge called “chill and move” occasions, “with ‘move’ focused on activewear and ‘chill’ focused on comfortable casuals, as customers are staying at home and workwear has become more relaxed. These have become popular categories, specifically in men’s, as consumers have also moved toward more walks in the neighborhood, grilling at home, and similar activities.
Bloomingdale’s always has a strong Father’s Day business and while the climate may be different this year, the retailer is embracing what Dan Leppo, executive vice president and general merchandise manager of men’s, said are the “national trends of the business.” In apparel, that translates into ath-leisurewear, or pieces that move beyond workout gear to offer a more comfortable, cozy aesthetic.
“We went all-digital for Father’s Day two years ago, so we’re pushing what we feel the trends are that the customer wants now as well as forward-thinking ideas,” he said. The campaign this year centers around “Let’s Hear It for the Dads,” and is intended to help families show their gratitude. Other messages include the “Top 10 Gifts Dad Doesn’t Already Have,” “Give Dad an Upgrade,” and “Gifts Under $100 to Kick Off Summer.
“We have performed well in the past and we’re proud of our assortment this year,” he said. “Since stores have opened up, we’ve been pleased with the response to the men’s assortment. We’re happy with a lot of what we’re selling. When the customers return to the stores, they’re returning to the categories that have done well in the past.”
But that means in-store events, where Macy’s would have brought in athletes, DJs, done fragrance samplings and more, are being replaced this year by a focus on health and wellness. Much of that business is still online where polos, performance button-downs and more relaxed models have been popular since the stay-at-home orders were enacted in March. However, a lot of those sales were at promotional prices. “We didn’t really have an option,” he said.
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