April Sales: Still Challenging

Retail consultant Steve Pruitt comments on April sales trends.

April proved to be another challenging month for menswear retailers, with sales falling below March levels, and even dipping below the 90-day and year-to-date trends. The steepest drops came from Special Order, which fell off by 55 percent, and Jackets, which saw a 42 percent decline. These categories were affected by an overall slowdown in the Clothing business. Special Order was also affected by the shift to “Buy Now, Wear Now” shopping.

We don’t expect Clothing or Special Order to rebound anytime soon, as consumers continue to save their extra dollars for more experience-based purchases, such as vacations and entertainment.

Women’s wear didn’t fare as badly as menswear, but we’re still not seeing a strong rebound. Most the strength came in accessories and dresses.

We expect little change in both menswear and women’s wear trends throughout the summer. Consumers have shifted their spending priorities and it will take some time to recondition shoppers to buy at full price.

Previously: March Sales Trends Disappoint

February Sales Pick Up, March Slumps

Steve Pruitt is founder and Senior Consultant of Blacks Retail Analysis and Blacks Consulting. Read his expert advice in our Ask The Experts section online.

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