The Bias Cut, an online fashion retailer, experienced an extraordinary surge in sales during the festive season. In December alone, sales increased by a remarkable 463% compared to the previous year. This impressive growth can largely be attributed to the influence of social media platforms, particularly Instagram, which accounted for a staggering 479% increase in sales from the same period in 2019.

What makes this spike in sales even more intriguing is that it wasn’t solely driven by the popular trend of loungewear and athleisure, which dominated the fashion scene throughout the year. The Bias Cut noticed a significant rise in the sales of party dresses and blouses, despite the overall lack of interest in occasion wear due to the ongoing pandemic. This unexpected demand for more formal attire during a time when social events were limited showcases the resilience and adaptability of the online retailer.

One particular product that stood out for the Bias Cut was the Maxime dress and top by Fabienne Chapot. This item was strategically included in the company’s PR and marketing campaign for AW20, contributing to its success. Additionally, loungewear accessories and gift items, such as embellished jewelled slippers, proved to be top sellers, with some styles selling out within hours of being available online. This demonstrates the retailer’s ability to anticipate and cater to consumer preferences.

Apart from offering a convenient and safe shopping experience, the Bias Cut believes its success can be attributed to providing customers with more flexible payment options. By partnering with Klarna and Clearpay, customers were able to spread their payments over time, making their purchases more affordable. This flexibility in payment options appears to have resonated with consumers, contributing to the surge in sales.

Jacynth Bassett, the founder of the Bias Cut, is pleased with the significant increase in sales and sees it as a reflection of consumers’ willingness to spend online, even in challenging times. Additionally, customers have expressed a genuine desire to support small and independent businesses with strong values. The Bias Cut’s commitment to offering unique designs and sustainable brands aligns with these values and has contributed to its success.

Bassett also notes a notable shift in attitudes towards the importance of style and how our clothing choices impact our mindset and behaviors. In 2020, people became more conscious of the environmental and social impact of their fashion choices, seeking out brands that align with their values. The Bias Cut’s emphasis on unique designs and sustainable brands likely resonated with these shifting consumer priorities.

The record-breaking December sales of the Bias Cut demonstrate the resilience and adaptability of online fashion retailers during unprecedented times. By leveraging the power of social media, offering a diverse range of products, and providing flexible payment options, the Bias Cut has managed to thrive despite the challenges brought on by the pandemic. As consumer behavior continues to evolve, it will be interesting to see how online fashion retailers innovate and cater to changing demands in the future.

Useful links:
1. Klarna
2. Clearpay