Online shopping and front door deliveries are convenient and inexpensive services for all products, especially clothes. New virtual clothing stores, evolving websites for established clothes brands, and other online shopping resources have solidified the convenience or inexpensiveness of online shopping in general, such as Amazon and Etsy, and for clothes in particular, from fast fashion like Shein to more specialized or personalized clothes like Stitch Fix. However, these brands with a heavy online presence have created a lot of competition for many brands who largely establish themselves as physical stores and in-store shopping — a service that functions as stand-alone stores or staples at malls and other shopping centers. The in store experience is especially functional for smaller brands who don’t have the means to support both physical stores and an online platform.
It seems like everyone is gravitating toward online shopping for their clothes. This may lead people to wonder “why even bother shopping in-store?” How do physical stores and malls even compare or compete with the rise of online shopping? Both the online and in-store shopping experiences have their perks and downfalls. Also, many brands are adapting to and embracing operating the online shopping experience in addition to physical stores.
Shopping for clothes online offers a convenient experience that is appealing to many customers because people can save time and hassle from needing to get to the physical store and dealing with lines or crowds once inside. The online shopping experience also makes it easier for people to reconsider what they decide to buy, and allows them to compare similar clothing items and as well as read customer reviews. Many online stores for bigger brands, such as H&M, Aerie, and Old Navy also offer a wider variety of sizes or styles to choose from compared to what they carry in their physical store. They often include a sizing chart or specific measurements for their different size options online, so customers can measure themselves at home and choose the best fit.
Online stores can also be less expensive compared to many physical stores, since they are often less expensive for staff and sometimes offer online-only deals. On the downside, customers cannot physically inspect or try on different clothing items to make sure they fit right, look a certain way, or are good in quality. Online shopping also adds extra fees for shipping, especially for multiple methods of fast shipping or if the company is based in another state or country. Customers will also have to wait for their clothes to ship, which may be inconvenient if they need to have their clothes arrive by a certain day. When buying clothes online, it might also be more of a hassle to exchange the clothes for another size or item as well as return or refund the item if it got damaged in shipping, got sent to the wrong address, did not fit right, or was otherwise unsatisfactory.
Malls, shopping centers, and other in-store clothing shopping options still offer many perks customers cannot find online. Many clothing stores offer a wide variety of styles and sizes that customers can physically inspect and try on to make sure everything fits right, looks good on them, is in good quality, etc. In-store staff can also make it easier to find a certain clothing item in the store, order an item for a customer from their warehouse/inventory, or exchange, return, or refund an item if it does not fit, gets damaged, or is otherwise unsatisfactory within reasonable limits. Many stores also have in-store coupons or deals, either from the specific store or from the company’s website, social media, or rewards programs such as Nordstrom rewards, Kohl’s rewards, and JCPenney rewards as well as cards with rewards for Macy’s, LL Bean, Gap, or other stores.
There is also more of a social aspect to in-person shopping compared to online shopping as customers can interact with store staff by browsing stores, trying on clothes, and doing other activities at the mall or in the area with friends or family. Customers can also wear the clothes they purchase right away, which can be convenient on a last-minute notice. One downside, it may be more of a hassle to get to a physical store and deal with long lines, especially on busier days or during bigger sales like Black Friday. Some brands might also mark up their clothes prices in their physical stores since it is slightly more expensive to manage physical store space, staff, more inventory, etc.
With the rise of online shopping, many clothes stores and brands have shifted to restructure their branding by promoting both an in-store and online shopping experience. With smaller stores and online retailers switching up items more frequently or offering cheaper options, many department stores like Sears could not keep up despite usually having big spaces in malls. To counter this, many malls and shopping centers used these empty spaces for new or different clothing brands and companies, sometimes including different types of stores like grocery stores or gyms to draw in more customers.
Many companies also have both physical stores and a website with the same or similar clothes, styles, sizes, and prices, making it more convenient to find and order an item online from the physical store, seeing if a certain item or size is available in a specific physical store. A digital presence also makes it easier for some retail companies to create and monitor their rewards program, where customers can sign up for emails or texts about online or in-store promotions and get cash back or discounts with certain purchases or after spending a certain amount of money with them. This marketing tactic incentivises customers to frequently check up on a store’s messages, website, or browse for deals, seasonal products, and new clothing options.
Although having both online and in-store options may be too expensive or too difficult for smaller clothes brands or businesses, focusing on one or the other or both is a great way for many clothes brands or companies to promote their clothes, stores, etc. for people who may prefer the convenience and ease of shopping online and those who prefer the sociability and physicality of shopping in-person. For example, many independent crafters or people reselling used, vintage, or thrifted clothes can thrive by using a platform such as Etsy, Poshmark, or Depop to create an online store while others may already have one or more independent or local stores but can still use social media to promote their store(s) or create a website with their information to help encourage new or returning customers to stop by the store.
Online and in-person shopping are often considered opposing mediums, especially since many physical stores, malls, and shopping centers have been forced to close, relocate their stores or revamp their marketing tactics and embrace more of an online presence to keep or draw in more customers. Still, online shopping and physical stores/shopping often work together to help customers find and compare different clothing items, styles, sizes, brands, prices, etc. Both shopping experiences have their perks and downfalls, from online shopping being easier, less expensive and more convenient for many people, to in-person shopping having the more human, social and physical components.
Many clothes brands, especially larger or more popular brands, will also utilize both a website, social media, or another online platform in addition to physical stores to promote their styles, brands, and any current promotions or deals. Although some stores, malls, and shopping centers were hurt by or surprised by the rise of online shopping, many still thrive to this day by embracing and operating an online platform, showcasing different store locations, products that can be ordered online or are available at specific stores, and any online or in-person deals or promotions.
Written by Riley Simms