American Eagle Outfitters
Gap, Nordstrom, Macy’s, and more are promoting stay-at-home clothing and sales amid the coronavirus pandemic.
Forever 21, for example, encouraged customers in a recent tweet to “play dress up and vibe out in the living room” during video calls, while J.Crew advertised a “staying-in shop” with discounts of up to 60% off.
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Department stores and apparel companies are trying to stay afloat after weeks of mass store closures by inventing quarantine-themed sales and tailoring their advertising to address the massive shift in how Americans are spending their time amid the coronavirus pandemic.
Many retailers are using some version of the tagline “We’re in this together” and promoting clothing for video conference calls, at-home workouts, and loungewear.
Saks, for example, was advertising “dial-in chic” essentials and “work it from home” clothing on its website this week, while Forever 21 encouraged customers in a recent tweet to “play dress up and vibe out in the living room” during video calls.
Here’s a look at how retailers are changing their promotional language amid the pandemic.
Saks was advertising “dial-in chic” essentials, “pick-me-up picks,” and “work it from home” tailoring on its website this week.
“Like many in our industry, we are working to tailor our marketing strategy in a way that makes sense for the current climate while continuing to support our business,” a Saks spokesperson told Reuters.
A Gap marketing email offered a 50% off sale and “a little digital sunshine to get through this, together.”
The company advertised 50% off everything and free shipping on orders totaling more than $25.
“Social distancing may apply,” Nordstrom said this week in a promotion for shoes.
“We’re in this together,” Nordstrom’s homepage said this week. “And we’re here to make things a little more comfortable. Explore our top picks for getting cozy, living peacefully and taking care of yourself and the ones you love.”
Nordstrom also advertised “the new business casual” with “laid-back looks for the commute-free life” and activewear with the tagline, “No membership required: exercising from the comfort of home is easy when you’ve got the right gear.”
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