Nowadays, an increasing number of consumers are turning to online shopping for clothes, often finding items 30% to 50% cheaper than in physical stores. However, one major downside is that they can't try the clothes on before buying, which leads to a lot of uncertainty about fit. As a result, many shoppers visit brick-and-mortar stores first to try on the clothes, note down their sizes, and then go back to purchase them online. This trend has created a challenge for physical retailers, who now find themselves offering free services—like fitting rooms and assistance—that ultimately benefit online sellers.
"More and more people come in just to try on clothes and take notes," said one store owner. "We keep giving them clothes to try, but they end up buying them elsewhere. It's all free service for the shop, which isn’t fair." These "testers" are mostly young white-collar workers and college students who are price-sensitive and tech-savvy.
Some store owners argue that while it’s understandable for customers to seek cheaper options, it's not reasonable for shops to bear the costs of rent, decoration, staff salaries, and taxes without any return. In response to this issue, several clothing brands have taken action. For example, "Septwolves" has banned its agents from selling new collections online, allowing only out-of-season items to be sold online. Violators face strict penalties, showing how seriously brands are taking the threat posed by e-commerce.
This shift highlights the growing tension between traditional retail and the digital marketplace, forcing businesses to adapt or risk losing their competitive edge.
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