Today, an increasing number of consumers are turning to online shopping for clothes, as they can often find items 30% to 50% cheaper than in physical stores. However, the main challenge is not knowing the right fit. As a result, many shoppers visit brick-and-mortar stores first to try on clothes, note their sizes, and then go back online to make the purchase. This trend has had a significant impact on physical retailers.
"In recent months, more people are coming into our stores just to try on clothes and take notes," said one store owner. "We keep offering them the same items again and again, but in the end, it's all free service for the shop!" 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 out cheaper options online, it's unfair for the physical stores to bear the costs. Rent, decoration, staff salaries, and taxes all add up, and the final benefit ends up going to the online sellers instead. This imbalance has led many brands to take action.
For example, the brand Septwolves has banned its agents from selling new collections online, allowing only out-of-season items to be sold digitally. Violators face strict penalties. Other brands are also exploring similar strategies to protect their retail partners and maintain a balance between online and offline sales. This shift reflects a growing awareness of the need to support physical stores in the face of rising e-commerce competition.
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