Have you ever wondered why more and more DTC fashion brands that started as online-only players are now heading to high streets? According to logistic experts, Bleckmann, this could be the key to unlocking success.
Logistic experts, Bleckmann explore the benefits of adding a physical location to your channel mix in its latest eBook. They also give actionable advice on how to take your first steps into omnichannel retail and whether or not it’s right for your brand.
Over the past decade, fashion and lifestyle brands have redefined the e-commerce experience. Take Gymshark, for example. This big-hitting e-commerce champion has been in business for twelve years and has an annual turnover of more than £349 million, despite operating only a handful of brick-and-mortar stores. So, why would they disrupt a winning formula?
Many thought that the pandemic would spell the end of traditional high-street shopping altogether. But, on the flip side, many customers today are looking for experiential shopping, engaging with brands in the flesh after being restricted to shopping online during the pandemic.
A prime example of the bricks-and-mortar advantage is the growing trend for in-store collection, also known as ‘click-and-collect’ or ‘buy online pick up in-store’ (BOPIS). As delivery costs rise, more shoppers are choosing this economical option. Many of these store visits can also lead to more purchases.
Yes, e-commerce ensures lower overheads and high convenience, but in-store shopping can provide a much more personalised experience than shopping online, lowering return rates. Meanwhile, despite the perceived ease of reaching a global audience through online channels, staying digital-only may limit brand awareness.
Nevertheless, it’s also important to note that adding physical retail to your channel mix is not always the right choice for digital-native brands.
