How do shoppers feel now UK retail has reopened?

What has the retail industry been posting?

We've kept a close eye on which brands seem to be faring well and those that don't as UK retail unlocked its doors and prepared to welcome customers back in-store.

Comparing May 15 to June 21 2020 we see that none of the brands have significantly increased the amount they are saying now that they are open. All brands see lower engagement levels on the month previous (April 15 to May 21) with the exception of Sports Direct, whose engagement not only dramatically rockets on opening, but is also up on the month previous.

What‘s being posted about retail?

Conversation about Zara increased the week of UK retail re-opening with spikes driven mid week by the announcement of a sale.

Tellingly Topshop's engagement on conversations about the former fast fashion powerhouse is down but posting levels about the brand have increased. It's a similar story at Superdry. Both conversations show local news sites and shopping centres announcing the stores are open but the majority of conversations are international and in Superdry's case, largely driven by concessions and discount sites.

How do customers feel about the brands?

Both Topshop and Superdry see largely neutral sentiment reflecting the international level of the conversation and lack of measurable excitement. Even on re-opening in the UK, there is no increase in positive sentiment for the brands. While some shopping centres were quick to announce both brands would be reopening, the message has failed to land with shoppers. The lack of online buzz has been mirrored by the lack of queues outside the doors. Food for thought, perhaps!