What: With lockdowns and restrictions, France was greatly affected by Covid-19 in 2021. Trade Alliance (Alliance du Commerce) reported that last year, sales fell by 16% compared to 2019 and increased by 9% compared to 2020.

Why it is important: The Retail Int. panel, which compiles data from about 50 clothing brands in France, also shows the cumulative lockdowns of 2020 and 2021 cost 38% of sales compared to 2019 (22% in 2020, and 16% in 2021). Two KPIs are positive: last year, conversion rate was up 13% compared to 2019, while the average basket has increased by 9% over the period.

Excluding periods of closures, activity is up very slightly by 1% at constant scope, compared to two years ago (+4% compared to 2020). Children's textiles have done well, while women's textiles have weighed down the annual balance sheet.

E-tailers more than doubled their revenues, posting a 113% increase in online sales compared to 2019 (+22% compared to 2020). A web upturn that compensates for the fall in physical sales of only 5 points. By compiling e-commerce and physical sales, the decline in activity over the year 2021 is set at -11% compared to 2019.

2021 was marked by an improvement for stores located in the city centres (+8% of sales compared to 2019) and in outlets (+8%), while downtown shopping centres fell, as well as department stores (-6%) and station shops (-13%). Paris sees a 12% decline compared to 2019.

Focusing on the new year, the Trade Alliance says that it began "extremely badly": the first five days of the winter sales recorded a drop in activity of 29% compared to 2019 (-19% vs 2020).

In 2021, fashion brand sales fell by 16% compared to 2019