COVID-19 and retailFollowing the Government’s ordering of the closure of all non-essential retailers, UK high streets are deserted, with in-store demand non-existent and consumers tightening their belts online as rising numbers are laid off and put on furlough. This hostile environment has already led to the closure ofa number of household names, including women’s fashion and homeware brand, Laura Ashley where administrators have made 268 of its staff redundant and placed 1, 700 on furlough. Commenting on Carluccio’s demise, retail specialist, Dr Gordin Fletcher says the brand’s underperformance caused in part by the death of its founder Antonio Carluccio in 2017 made it terminally weak before the onset of coronavirus: Carluccio’s were already struggling and at-risk before this, (coronavirus*) started. Social distancing has really ensured that it was a quick ending. This closure also reveals the impact that the relatively recent death of the founder has had on the business’s organisational culture.”
Weakened brandsHowever, it’s not only internal failings that are to blame for the restaurant’s demise, market changes, caused by a post-Brexit shift away from casual diningalso weakened the brand. In fact, these were the same factors that Jamie’s Italian founder Jamie Oliver said killed his restaurant chain last year. Changing consumer habits have also affected burger chain, Byron, which underwent financial restructuring in 2018 and closed all of its underperforming restaurants. Currently, they are looking to furlough a majority of their staff and access loan schemes provided by the Government to keep the business afloat during COVID-19. The impact of the coronavirus lockdown on the retail and hospitality sectors is significant, an example of its ability to destroy a brand can be seen in Laura Ashley’s sudden demise; with the news of the company’s administration coming days after “it had seen no effect on its trading from coronavirus.” The company had been seeking an emergency loan before the COVID-19 lockdown measures were implemented, suggesting it was already in financial trouble. Like so many other high street retailers, Laura Ashley had inevitably been impacted by the competition caused by online-only stores that can offer consumers access to cheaper goods.
Internal vs external factorsAnother well-known retailer feeling the impact of coronavirus is outdoor wear provider, Mountain Warehouse. The firm is considering axing as many as 2, 000 jobs following a drop in sales which has been described as “catastrophic.” Dr Fletcher continued his analysis of the high street by suggesting its latest casualties were a result of underperformance and outdated business models, which were triggered into collapse by the footfall decline caused by coronavirus: brightHouse’s closure reflects the impact of increased public scrutiny and dissatisfaction with the business model among its target customers. The closure of stores will be a challenge for its current customers who must continue to make their payments despite the shutdown. while these two failures have come only a few days into the government’s stronger social distancing measures there will be others as the pressure of having no casual high street shoppers will place pressure on their cash flow and the rationale for their underlying business models.
Declining purchasing powerWhile enforced store closures will kill off many already struggling retailers, with the rising numbers of workers on reduced salaries as a result of mass furlough measures, as well as rising numbers of unemployed which some say could rise to 1m, successful retailers may soon find they’re struggling too.
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