Online vs Offline sales in fashion ...

[Conans]

This may not be the best place to post this but can anyone help?

I am trying to find out if any official reports have been written indicating the effect online sales (of fashion) is having on offline.

To be clear .... a designer we stock and that does very well from us is receiving complaints from boutiques (around the country) that we are stealing their business! My argument was that offline shoppers (of fashion) won't shop online as they like trying things on etc and vice versa (because the online shoppers like the ease of the web). Can anyone provide more arguments (either way) or statistics?

Thanks in advance

[gadget]

Both Mintel and Forrester provide indepth reports on a variety of subjects (including this subject). Whilst they are excellent, they are also very expensive.

The Clothing sector is now the internet's third largest sector so boo ya sucks to those who said fashion would never sell online.

It does of course depend on what you mean by fashion though. For example, fast fashion specialists Top Shop have an excellent level of online sales, as do River Island, Marks & Spencer etc.

Home shopping giants, Littlewoods, sell around 40% of their total sales from their Clothing range.

So, do online fashion shoppers buy offline - Yes.
And, do offline fashion shoppers buy online - Yes.

I'm sure this hasn't helped ..

[roshanb]

Are you providing this designer's clothes at a cheaper price than the retail outlets?
Just one thought that customers might try sizes and fitting in a store and then buy online.

Roshan

[roshanb]

Originally Posted by Funky Monkey So, do online fashion shoppers buy offline - Yes. And, do offline fashion shoppers buy online - Yes.

Funky Monkey beat me to it and summed it up!

Roshan

[Conans]

Thanks guys. Very helpful so far

We all have to sell at the RRP but I guess most of them went into sale earlier than we did (our two local boutiques did).

I'm really just trying to build an argument so the designer doesn't just bin us (I don't think they will but want to be see to be proactive) and I think there are distinct markets for both boutiques in the high street and online however the cross over isn't going to be enormous (in my opinion).

One thing we have done is direct enquirers to boutiques if we don't stock something but they don't seem to be impressed with that either!

[gadget]

Send me a PM with the actual domain and brand if you'd like me to look into this more.

[hero]

shoppers are getting more and more savvy - in the same way that when the various catalogue stores opened, shoppers were browsing in other retailers to see the products and then went to argos to buy them cheaper from. A high street retailer with online presence will have a lot of customers going in the stores to try the clothes on, but then shop online - they know they can get those things cheaper by searching for a discount code or doing a price comparison.

This is where you speak to the merchant to create printable coupons for customers to take with them to the store so that everyone benefits.

The high street store, if they pull their online store, will lose those customers to their competitors who have an online presence, rather than pull them back in offline - it's the customer needs that are changing, and you cannot blame online for that.

[justhomdotcom]

Originally Posted by Conans Thanks guys. Very helpful so far We all have to sell at the RRP but I guess most of them went into sale earlier than we did (our two local boutiques did). I'm really just trying to build an argument so the designer doesn't just bin us (I don't think they will but want to be see to be proactive) and I think there are distinct markets for both boutiques in the high street and online however the cross over isn't going to be enormous (in my opinion). One thing we have done is direct enquirers to boutiques if we don't stock something but they don't seem to be impressed with that either!

If you are getting more sales , why would the designer bin you as it would be money out of their pocket in the end i.e you won't be buying off them.

I have to agree that shoppers are becoming more net savvy and will often look at something in a shop but then buy it online, i've definatley spoken to some of our customer that do that.

As for passing over sales to other retailers if you haven't got in stock - good for you.
If we get a telephone or email enquiry asking if we have something in stock we always go hunting around the net to see if we can find it for them and often send customers on to places like underu, becheeky or figleaves if they have it in stock - personally I think this is the way business should be run as not only "should" it create a good atmosphere between competing retailers but also the customer will remember you went that extra mile for them even if you weren't getting the benefit of it.

[Conans]

I don't understand them and guess their finance director / MD might not agree with the person I'm talking to but they are an extremely ethical company and are not purely driven by sales!!

Thanks for all your help with this and for all the Private Messages I received too.

Cheers

Windsor

[kier]

They may be ethical but what precisely are these offline shops alleging that you are doing that is unethical precisely? If you are selling at the same price and not engaged in any dubious practices its hard to see why these offline stores can really say you are 'stealing' their customers.

[Conans]

I'm with you Kier but I guess they have had it too easy for too long .... wake up and smell the coffee would normally have been my response (to them / the designer) but I think that might be the wrong move!