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Busby 1: Consumer frenzy

Published: 25th May 2020

Author: Michelle da Fonseca; head of Steve Madden

Germiston, Gauteng, SA – On 1 May when retail level 4 was unlocked there was frenzy in the malls. Customers were walking around with 4 to 5 bags of purchases from all retailers, revealing that winter purchases had not yet been made. People were also wanting to get out and so there were many feet in the malls. The results were in line with our forecast.
       We have been fortunate enough to have planned well in advance and were prepared with most of the regulatory requirements. The hardest part has been adapting to the new normal.
       [The regulations about what we are allowed to sell] have been somewhat confusing, especially for our customers too. Why should they not purchase handbags or open toe sandals or accessories?
       Like most retailers we have reflowed product and cancelled on the back end so as to not impact factories negatively.
       While we have made contact with our landlords, [rentals over lockdown] are still under discussion. No firm agreements have been reached. We anticipate a positive outcome for all parties. - Mini-chain within the Busby group, men's and women's footwear and clothing

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