Against what has been a generally bleak backdrop for the fashion
industry in recent months, it’s always nice to hear fragments of good news.
One such silver lining is the success story of online fashion boutique The
Bias Cut during the UK’s three-month lockdown – a success it said it owes
to its loyal customer base.
“As soon as the government introduced the furlough scheme and lockdown,
we were surprised to see an immediate increase in sales, indicating a sense
of financial security amongst our customers – who tend to be ABC1 women
over 45-years-old,” said founder Jacynth Bassett. “Despite the changes,
they knew their circumstances and appeared to have greater confidence to
shop.”
She added that many customers contacted her to show support for the
independent boutique – some of which even wavered self-imposed bans on
clothing shopping to make purchases.
‘Unexpected’ jump in revenue
Thanks to that support, the company saw an unexpected uplift in sales
from mid-March compared to the previous three months, with revenue at the
boutique up 123 percent and sales of accessories soaring by 455 percent.
That spike in accessories was an indication of how consumer shopping
habits shifted during lockdown, said Bassett, adding that statement
earrings – which were “perfect for wearing on a zoom call” – were
particularly popular.
The boutique’s sales via Instagram also surged by 284 percent.
On a year-on-year basis, revenue since mid-March increased 56
percent.
Bassett said that her small team “closely monitored” Covid-19
developments when early reports of the pandemic surfaced in January, and in
doing so was able to respond quickly to necessary changes.
That meant the company was able to continue business ”with no
interruptions” and without being forced to furlough or lay off any
staff.
“Whilst this has inevitably been a very difficult and distressing period
for everyone, the continued support of our customers, both existing and
new, has been touching,” Bassett said. “Receiving wonderful emails and
messages from them has kept us going, and to know we’re adding a small ray
of light to their days makes everything we do worthwhile.”
She added that she has seen a “lovely reaction” to the company’s Look
for the Rainbow campaign launched in April which sees 25 percent of total
proceeds from all of its rainbow, heart and star motif clothing and
accessories donated to Hospice UK.
As an extension of that, the company is now selling rainbow print face
coverings, with 5 pounds per purchase getting donated to the same
charity.
Photo: The-Bias-Cut SS20 campaign including Jacynth Bassett (in
blue dress)
