Partywear demand gives Bias Cut a festive lift, December sales rocketed

By

Nigel TAYLOR

Published
Jan 18, 2021

The Bias Cut has become the latest online fashion retailer to deliver record December trading figures with festive sales rocketing 463% year-on-year.

And underpinning that impressive gain was power of social media platforms to convert buzz into revenue. Sales via Instagram alone accounted for a 479% leap from the same period last year, the business said Monday.

Interestingly, it wasn’t just the usual demand for loungewear/athleisure that helped tip the sales scale. The Bias Cut said it saw a “particular increase” in sales of party dresses and blouses, which is interesting in a year that saw low interest overall in occasion clothing.

A big seller for the platform was the Maxime dress and top by Fabienne Chapot, which formed part of its strategic PR and marketing campaign for AW20.

Also big sellers were loungewear accessories and gift items such as embellished jewelled slippers “which sold out within hours of new styles going online”.

Apart from the safely of shopping online helping drive consumers to the site, it also noted an additional advantage was the introduction of access to more cost-spreading payment options through Klarna and Clearpay.

Bias Cut founder Jacynth Bassett said: “Our huge increase in sales shows that consumers are willing to spend online even during these difficult times".

She also noted: “Feedback from both new and existing customers indicates a genuine keenness to support small, independent businesses with strong values, while also discovering unique, quality designs and new sustainable brands”.

Bassett added: “Overall, in 2020 we've seen a significant shift in attitudes towards the importance of style and specifically how our clothing choices affect our mindsets and behaviours”.