The pandemic made us think everything is going “online” forever. We thought in-person purchases were over, and brick-and-mortar stores were going bankrupt. We were wrong. The growth of online retail was undeniable, and it still is, but people want to buy clothes in-store. In fact, some prefer it over online shopping. Why do some people prefer one over the other, and what are the reasons behind that? Time to find out.
Shopping for Clothes Online
Judging by the online retail numbers alone, you could easily jump to the conclusion everyone buys clothes online these days. Well, maybe not everyone, but the vast majority. You would probably be right, most people do buy their clothes online thanks to free returns and very fast shipping rates. It’s convenient, it’s private. Something doesn’t fit? Just mail it back. And some online platforms have a huge selection of different brands, something even bigger malls can’t match.
Online clothing retailers have the same advantage as many other sites online that sell goods or services – they are convenient. That convenience can hardly be matched by any brick-and-mortar business, unless you happen to be living in one of them. We have developed all the necessary technologies to help us make that convenience even more convenient through fast and safe digital transactions, integrated logistics, and more. For those reasons, buying clothes online is simpler than ever.
Why In-Store Purchasing Refuses to Die
You often read how malls are shutting down in the US, and how small stores are closing across Europe, yet in-store clothing retail seems to be very resilient. It’s simple – people love to touch clothes, look at them, and try them on. Just as much as they like the convenience of online shopping. Clothes fall in the category of items that people prefer to buy in person. They’re easier to buy in person than online.
You also have to consider another aspect of brick-and-mortar businesses, especially local ones. Local shops are a very important part of the community. People get mad when local shops close. They are almost proud of successful, well-known shops that get visited by non-locals. An interesting survey commissioned by Faire, showed consumers are willing to spend more in order to keep local shops alive. They love the interaction with the staff, and don’t mind spending money there. It’s important to mention luxury clothing brands. When it comes to luxury retail, it happens mostly in-person. When shopping for luxury items, you’re buying clothes, but you’re also there for the whole experience. People in white gloves open the door for you, pampering you through the whole buying process.
Shein is a Good Example of How People Love Both Online and In-Store
There was an interesting partnership happening in the US last year between Forever 21, the established fast-fashion giant, and Shein, our new favourite platform for buying cheap clothes. This alliance was an attempt to address a fundamental challenge for Shein, and showed us once again the enduring relevance of physical retail. The problem with Shein is that it lacks an important aspect of clothes shopping – physical stores where shoppers can actually see and touch the clothes before purchasing. This presents a significant obstacle to Shein’s growth ambitions outside China, especially given its reputation for inconsistent quality and sizing.
The Nature of Humans
No matter how much we cherish and love all the benefits of the digital world and the opportunities it brings, people still love to leave their homes. Most of them, anyway. And when they do, they want to do things. So it’s not surprising concerts are always sold out, planes are full, and it’s impossible to get a decent restaurant reservation. Even before the pandemic shifted so much of our lives online, some retailers were convinced that the internet would make brick-and-mortar stores obsolete. But that was a miscalculation, and the shortcomings of a purely digital life have become painfully obvious to millions in a very short time after the pandemic started. So there’s no really short answer to the question “Do people prefer to buy clothes online or in-store.” It seems like we love the convenience of buying online, but also enjoy all the benefits of visiting the store in person. It’s not going to change anytime soon.
