Shopping for something special, even as recently as ten years ago, was something that you did during a shopping trip into town. In some instances you ordered your special outfits from a printed mail order catalogue.
Nothing wrong with that at all, it’s just that ten years doesn’t seem that long. It doesn’t seem long enough to have witnessed an astonishing shift in social habits that the Internet has produced. So great is the impact of the Internet, that it is now possible to create an entire business empire dedicated to fashion shopping without the huge costs of having a high street presence, and in a fraction of the time.
Internet shopping is now an everyday occurrence for most of us, so it’s hard to believe that it’s only fourteen short years ago that the first Internet shopping transaction took place in the US, when a single compact disc was sold online. Sales have rocketed from that single ten or fifteen dollar purchase to this year’s estimated sales of over 45 billion pounds in the UK alone. Of that 45 billion pounds a massive proportion of that will be spent fashion shopping.
Quite where that leaves the traditional bricks and mortar stores is anyone’s guess. For you and me however, shopping for something special is now an activity without restriction. If you’re anyone in fashion or fashion retailing, then you’re online. Without a web presence you’re traditional fashion shopping public will forget you in an instant and they’ll spend their hard earned cash elsewhere.
So just what can you expect as a modern day keen fashion shopper? Well to begin with, there is choice like you’ve never experienced before. If you choose, you can still visit the high street and you can still order from a printed catalogue, but add to the mix the Internet and you have a whole new fashion shopping ballgame.
Even the staid old mail order catalogues have a website now; in fact it’s some of the more familiar mail order brands that are leading the way when it comes to website innovation. Many of these sites now offer some of the best names in fashion and they display them on their sites in some truly original ways. Online catwalk fashion shows, superior zoom and pan features and a broader range of sizes from petite to plus size, make your familiar old catalogues the first place to start your fashion shopping.
Clearly the Internet is more than a passing phase. Shopping online is here to stay and with every retailer worth their salt investing in this technology, you can bet your boots there’ll be more exciting innovations to follow.