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
I have been reading several research reports from both sides of the Atlantic recently that talk about how customers are starting to favour the online shopping experience over the real, in-store experience. How could this be? Haven't retailers always found that some customers prefer to see and touch products before purchasing?
When something is 'on trend,' yet a designer hasn't been able to claim intellectual rights over their work, multiple retailers can jump on the band wagon (a common occurrence), which is why when you walk into a wide range of shops, you'll always find similar styles and designs. This is accepted as 'normal' in the fashion industry, but is it fair?