CORONAVIRUS. Online sales do not save the footwear sector
In a context of generalized increase in electronic commerce in Latin American countries driven by the new life habits imposed by the coronavirus, the sale of fashion, clothing and footwear has had a special evolution due to the particular product-consumer relationship.
It is known that the choice of these products obeys a sum of factors of self-esteem, cultural, social and economic, in addition to basic need, which in many cases deserve face-to-face purchases.
In this sense, social isolation and quarantine in general, have deeply resented the normal functioning of the commercial structure -stores, boutiques, shops, shopping centers, shopping malls, etc.-, thereby significantly limiting consumer access to purchase points.
Also for online commerce, it is necessary to have sufficient and effective logistics that adequately satisfy demand.
The other issue that strongly affects online purchases of clothing and footwear is the place these products occupy in the family consumption value scale, depending on the pandemic. The bulk of demand through the Internet has favored the food and health items, over fashion and clothing.
If we consider that the loss of income for a large part of consumers has increased significantly during the pandemic, there is no doubt that their destiny will be towards the most essential products and services.
Beyond the commercialization systems, the footwear chain made up of consumer, merchant, manufacturer and supplier is seriously affected by the coronavirus health crisis. Isolation, immobility and the general decline in the production of goods and services, plus the own factors noted, are delaying the start of the virtuous circle of work-consumption.
In this sense, according to the epidemiological situation of the different countries and regions are the expectations in the sector.
In some countries more than others, and depending on the political decisions of the governments, they await in less or more time, the corresponding authorizations and regulations for the restart of activities.