THE CANADIAN WOMENSWEAFI RETAIL INDUSTRY Before the COVE-19 pandemic hit Canada, many high-end women's clothing stores were expected to benet from an increase in the number of high-income households that demanded premium clothing brands. 12 As more Canadian women relied on online channels for their purchases, more clothing stores were expected to increase their online presence as a complement to their brick-and-mortar stores.13 The global pandemic caused the entire world's economy to shut down, dramatically increasing the Canadian unemployment rate to 13 per cent as of April 2020.14 Retailers that had stayed engaged with their clients in a personalized way were able to establish a base of loyal customers who would continue to spend, even in an economic downturn. '5 Discounts, promotions, and other marketing incentives were expected to significantly impact consumer spending during and after the global pandemic.I6 Once the Canadian economy reopened, many consumers were expected to be hesitant to physically interact after having been socially distanced for long periods of time. 17 To lure in these hesitant consumers, retailers would need to offer high levels of health and safety precautions. Low-cost or free delivery options for online purchases were also crucial to maintain consumer spending in the retail environment during the pandemic .13