Glossy forecasts possible storm clouds in private label apparel

A new report from fashion and beauty publication Glossy is shining a light on the potential impacts that the COVID-19 pandemic could have on retailers’ private label apparel efforts. 

The report notes that with major retailers in a push to build up their private label apparel offerings leading up to the pandemic, the consumer shift to essentials could prevent a return on the investment from retailers like Walmart, Target, JCPenney and Kohl’s. Target, which recently rolled out its All in Motion athletic brand, actually has seen a 20% decline in apparel. 

However, that has not stopped retailers from marketing their private apparel offerings via Pinterest, and the report notes that there might be a long-term margin benefit to staying the course. 

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