During the third national lockdown, ‘non-essential’ retailers have relied on digital channels to communicate and sell to their customers. And, as the likes of Asos and Boohoo have demonstrated in their financial results, those with a strong ecommerce presence and the ability to adapt quickly to consumer trends have reaped the rewards.

But during the coronavirus crisis, retailers have pivoted their social media communication with customers away from ‘hard selling’ techniques to offer a more supportive, sympathetic narrative.

Such interaction via channels such as Facebook, Instagram and Twitter has arguably been more crucial than ever, but which fashion retailers have mastered that art, and driven online engagement at a time when high streets have been closed for business?