“The challenging thing that we’re experiencing consumer behavior shifts right now is that they are incredibly volatile.'
As part of WWD’s COVID-19 business insights series, “Fashion’s New World Order,” Kevin Fried, industry director of specialty retail at Google, and Blair Dunn, senior vice president of digital and e-commerce at Gap Inc., joined WWD executive editor Arthur Zaczkiewicz for a webinar called “Navigating the Path Forward.
Data from Google shows changes in shopping search terms from consumers during quarantine. Courtesy Image. The pandemic has largely served as an accelerant for companies’ long-term plans of integrating technology and strategy into ongoing workflows as retail has shifted to a largely digital landscape and e-commerce has become king. In the last two to three months, companies have instituted strategies that they had planned to develop over the next two to three years.
For businesses such as Gap Inc. e-commerce became the primary source of revenue as quarantine took effect across the globe. “The [first] things that we focused on initially were, how do we get orders to customers and how do we drive demand?” Dunn said. “And we saw an interesting interaction with digital marketing [in] a bit of a pullback after the first couple of weeks, and it was an opportunity for us to invest. We viewed it as a chance to gain market share and try to grow.
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