Tuesday, July 17, 2018

An In-depth Look At Rational Online Fashion Strategies

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Why some fashion stores like Penneys and TK Maxx resist selling online

We have a strong digital and social media presence, with over 11.5 million followers across our social media channels … Primark keeps an eye on click and collect, but we have no current plans in this area. It’s widely accepted that the future of brick-and-mortar stores hinges on so-called ‘experiential retail’ - offering unique or quirky experiences to encourage customers to spend more time and money in shops. Penneys has moved into the space with the rollout of in-store nail bars and hair salons. To some extent, a unique in-store experience has deterred off-price retailer TK Maxx – which buys leftover designer stock at a deep discount – from opening an online equivalent in Ireland, Duffy says. “They already are experiential in a sense. Every week you could find something different. It’s not going to be the same stock for the next six weeks,” she says. It’s worth noting that TK Maxx in the UK and its US sister, TJ Maxx, do operate online stores. However, parent company TJX has previously stated that e-commerce represents just 1% of sales and has had an “immaterial impact” on the business. The company told Fora its longstanding practice was that it didn’t comment on its business activities. Small, independent retailers are considered to be best placed to leverage ‘experiential retailing’ – and they often don’t have the financial clout to roll out a fully fledged e-commerce service.

For the original version including any supplementary images or video, visit http://www.thejournal.ie/fashion-retailers-online-shopping-3-3981621-Apr2018/

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