The news that Cheltenham indie The Famous is shutting its doors after 126 doors should inspire indies to embrace online, writes Alan Gabbay
Traditionally online, mobile and high-street purchasing have all been viewed as independent activities, but the sad news that The Famous men’s fashion store in Cheltenham looks set to close its doors after 126 years just goes to show that that digital channels should in fact be working with the high-street to encourage consumers back in-store.
People are put off shopping online because they don’t like the virtual experience and still prefer to shop on their local high-street or in a department store.
Our recent research into consumer shopping behaviour confirms this. In fact, only 29% of people chose a PC as their preferred mode of shopping. Digital channels must therefore work in conjunction with high-street stores, not in competition with them.
Independent fashion retailers and smaller boutique stores, particularly those which don’t have a strong web or mobile presence, must in turn embrace digital channels to ensure a more integrated approach. Mobile in particular can provide a much needed digital presence for these retailers, as we found that 18% of consumers would like to be able to reserve fashion clothing from their phones to collect in-store.
Alan Gabbay, founder, Udozi
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