The online sector has been on the rise since years, and the pandemic, for obvious reasons, has accelerated its growth in an unprecedented manner. Yet, it is hard to believe that fashion stores will ever be permanently and heavily defeated by a shift in consumers habits towards the online sector. When compared to online shopping, buying fashion products in physical stores is quite a different experience, with completely different meanings in terms of both motivations and emotional values. From the physical stores of large clothing chains, up to the many small and medium businesses run by individuals, like small clothing shops and boutiques, there are deep reasons that entice fashion enthusiasts way more than shopping online. These reasons are related to the typical purchasing behavior of consumers when it comes to fashion products. The first reason is that physical stores offer a curated selection of products, often hand-picked and tailored along the needs and tastes of a specific and well-known clientele. Physical stores, compared to virtual ones, also offer the irreplaceable assistance of a salesperson who can help clients identify the right garment for their needs, guiding them on new styles and trends, suggesting what is more suitable. Customers highly value the advice from a professional, and at least 1 in 5 customers state that a salesperson’s advice is their number one reason why they prefer to shop in-store. Another great advantage of brick-and-mortar stores is the ability to satisfy the need to touch, feel, and, absolutely, try on the garment, as well as the instant gratification of taking home your purchase right on the spot.
Moreover, shopping in physical stores certainly falls within the range of leisure experiences, often combined with other relaxing activities, like dining out, visiting the city center, or meeting with friends. Shopping for clothing is mostly an enjoyable occasion, the many implications of which are hardly replaced by an Internet session.
The choice to buy a new item of clothing, in addition to being one of the most discretionary, is also very often an impulsive one; on the contrary, the Internet specifically favours reasoned purchases, most of the times the result of a careful comparison between products and prices.
Even though online stores offer an extremely large amount of products, this doesn’t necessarily represent an advantage. In fact the ‘choice overload’ can be overwhelming, sometimes interfering with the consumer’s ability to make decisions.
Sofashion 