According to IMRG, Black Friday online 2020 sales were the highest on record. In addition, online Christmas 2020 sales boomed, helped by high streets being shut in Tier 4 areas. The pandemic created spikes of opportunity for the Autumn/Winter 2020 season that may not be repeated. With vaccines taking effect, restrictions easing and stores now open, will customers stay online in Autumn/Winter 2021 or will they return to the high street?
Forecasting for the key season was tricky last year and equally as challenging for different reasons this year. In this session we will debate the outlook for Autumn/Winter 2021, the best way to forecast in times of uncertainty, best use of the marketing channel mix, what to measure and any other questions that leaders want to pose to the group.
In this session David Lockwood, Co-Founder and Insight Director of Tapestry will share his thoughts on the outlook for the season ahead and how to forecast for it. David will draw on his 20+ years of client side marketing experience, along with his learnings from rolling up his sleeves with Tapestry clients to help them forecast for the Autumn/Winter 2021. After questions and answers with David, the group will discuss their own approaches.