Fashion retailers are acutely aware that today's shoppers feel perfectly comfortable purchasing clothes they've never seen or previously tried on.
Online fashion sales are increasing year-on-year and retailers are keen to invest in strong, user-friendly web platforms to drive what, in today's market, can account for a considerable percentage of their business.
A recent Drapers study into the online buying habits of UK consumers revealed that 48% of shoppers buy clothes online at least once a month.
Demand for e-commerce expertise
With online fashion retail expanding by a phenomenal 2000% in the last 10 years, according to the Interactive Media in Retail Group (IMRG), there's an increasing demand for candidates with a working knowledge of the relationship between a company's bricks-n-mortar sales and their online business.
E-commerce skills are in demand as consumers substitute bricks for clicks, and retailers seek ever more ways to make their homepages more attractive and user friendly in tandem with their traditional store brand.
Drapers show that some 65% of online shoppers agree that interactive content and stylish imagery make them more likely to buy clothes online.
Challenge in store for online?
The challenge for retailers, who depend on both in-store and web pitches for business, is to maintain a balance between each and to deliver what works best for the customer.
The dread of pre-checkout abandonment is very real within the online retail context; only 14% of online shoppers said they never change their mind about a purchase at checkout stage.
However, Drapers has found that of those who abandon an item, 32% go on to buy products in store.
Studies also show that many shoppers who search for a product online prefer to visit a store in order to purchase the item.
To discuss your next move in fashion e-tail, contact our fashion team.