“It’s absolutely the right thing to do. No one is thinking about buying a dress during these times. They’re trying to keep their families safe,” said Sarah Engel, chief marketing officer at DynamicAction.
While mall and store closings mean a financial hit, the industry has scored some points by showing how it’s part of the fabric of every community, Engel said. “Sure, the industry didn’t need this financial blow right now,” Engel said.
“But the industry has been stepping up, and it’s the neighborhood store that’s helping its neighbors.” Stores stayed open long enough to help customers prepare and closed early enough to let employees go home to take care of their own families, she said.
Now stores are working to ship to the markets pulling inventory in from other states to get to the areas that need it. Through Harvey and Irma, retailers have sent the right message to their employees and their communities, Engel said. In Texas, San Antonio-based grocer H-E-B and Wal-Mart were aggressive with their relief efforts.