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Etail should be on your Christmas list

At the time of writing, Drapersonline.com’s visitors were pessimistic about the chances of recouping the season’s sales deficit by Christmas. Some 52% of those who took part in our online poll believed that three weeks away from the big day itself, it was too late to make up lost ground.
Media reports present a mixed message. Some are very downbeat, others slightly less so, but most of them suggest the big winners this year will be the etailers, or at least those bricks-and-mortar businesses that offer online shopping. This week’s startling leap in interim sales reported by Asos.com would appear to back that up.

So, in the most vital trading period of the year, where does that leave the independent retailers that don’t have an etail facility? The answer seems to be that they are in desperate need of one. Drapers had the chance to quiz some of our most successful etailers at our recent Fashion Summit and all agreed that no matter how small your business or how specialist it was, you need to get online.

It’s a depressing thought that today’s shoppers would sometimes rather visit a website than experience the pleasure of visiting a beautiful store, but the fact is that if some customers prefer to shop on the web, it might just as well be your site they are visiting.

Of course, setting up a site is not simple, but our experts advised taking a modest approach at first and investing and developing on the back of demand (and certainly not the other way round). Whether you are convinced or not, taking some time to seriously consider online would be a good addition to any retailer’s or brand’s New Year’s resolutions.

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