There’s Something about In-Store Shopping

Scrolling through the pages of one of my favorite stores online just doesn’t provide me the same satisfaction as combing through the racks in the brick and mortar store. Although many have become fond of the convenience of shopping online, I never truly became comfortable with this arrangement. I have become accustomed to using my five senses when shopping. Yes, even the scent of a garment can either intrigue me or turn me away.

In an article for The Cut, MacKenzie Kassab describes some of the sensory issues that are now beginning to take their toll on online shopping. Traditional brick and mortar stores are making a comeback simply because online shopping is lacking in it’s ability to provide the experience of shopping in-store. Kassab writes, “Despite the ease of one-click buying, people want to know how an item fits, how well it’s made, and even how the fabric feels against their skin before relinquishing their credit-card details.” Nothing beats the real thing.

The Pew Research center recently conducted a survey and it came out with results that showed that 64 percent of Americans preferred shopping in-store versus online. This all goes back to having the ability to be in physical contact with a garment before using your hard earned money to purchase the clothing. Having the ability to try-on a piece of clothing makes a heavy impact in one’s decision to buy the item.

Kassab also discusses that this is the primary reason as to why high-end fashion brands were reluctant to join in on the e-commerce trend saying, “Who’s going to remortgage their house for a hand-beaded, bias-cut dress they’ve seen in two dimensions?” It is important for high-end brands to allow their customers to engage in a shopping experience when purchasing their clothes. They aren’t simply just paying the high price for the garment, but for the high-end treatment they expect to receive when purchasing the clothes as well.