As consumers, we're often guilty of holding retailers to ransom. We expect the same brand experience across every real world and digital touchpoint. We want information immediately, great experiences and the best possible service in the fastest, simplest and most convenient way for what we're doing at that time.
The omni-channel and seamless shopping experience is the Holy Grail many retailers continue to seek to achieve. Companies are told that the customer expects the same level of brand engagement whether in-store, on a phone, a computer, tablet or mobile and by delivering this, the customer will remain a loyal shopper, spend more, returning again and again.
I know I am not alone in my frustration as a conscious fashion consumer. Design led, sustainably produced fashion that a discerning lover of fashion can feel proud to wear (and also afford) is hard to get hold of. As Founder of the Ethical Fashion Forum, you can be sure I'm going to be asked what I'm wearing, wherever I go