Double your turnover with an omni-channel strategy: examples of successful responses to the coronavirus pandemic

The lockdown has not impacted all fashion retailers equally. Some have taken a real hit, while other, more innovative companies have made the most of the situation.

Analyzing the impact of the pandemic on the fashion sectors shows that an omni-channel approach is the winning strategy.

A tumultuous spring season

As we’ve seen before, the peak lockdown period was bittersweet for the fashion & luxury sector, a trend that’s only confirmed when examining concrete cases.

There have been some unexpected victims of the pandemic in North America. The Neiman Marcus chain of luxury department stores – a major US retailer – went bankrupt in early May. While Nordstrom was forced to close its luxury Jeffrey brand stores.

On the other hand, the famous luxury online fashion portal Farfetch has fared brilliantly. The platform recorded an incredible +90% growth in revenue in the first three months of 2020, doubling its turnover and demonstrating just how important it is to make use of a digital strategy.

Examples of successful strategies

The online store founded by José Neves is by no means the only business to do well during these troubling times. In fact, numerous fashion and luxury groups have adopted an omni-channel approach.

The announcement by Texan retailer JCPenney that it was filing for bankruptcy opened up a potential avenue of opportunity for Amazon. In fact, Jeff Bezos’ company has its eye on the chain, with the aim of transforming its stores into hi-tech retail outlets and adopting a multi-channel approach.

Large groups such as Aldo and H&M have already announced plans to restructure their organizations and expand their virtual reach, given the success of their online segments, which are experiencing significant growth despite the crisis. Intimissimi’s decision to incorporate an omni-channel approach into its manifesto is also fairly telling. Just a few days ago, the company launched a project entitled O2O – Online to Offline, which aims to make its purchase process as quick and easy as possible.

A truly multi-channel future

The current economic climate has demonstrated just how important it is to strengthen your online presence and integrate it with in-store services. Fashion brands must connect various sales channels using an omni-channel approach if they intend to overcome COVID-19, as well as potential future hurdles.

Bizeta always has its finger on the pulse when it comes to technological innovation and multi-channel strategies. As such, we are in the perfect position to help international fashion & luxury groups tackle the challenge of digital transformation.


The commercial staff of Bizeta Retail Solutions is at your complete disposal to give you any information about our solutions.


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