Online shopping is nothing new for most retail stores, as many popular companies offer online retail therapy capabilities. However, is e-commerce technology hindering in-store revenue? While gas prices continue to soar, the number of vehicles found in retail parking lots are steadily declining. It comes as no surprise that within the past year large corporate companies such as Google have invested in fashion e-commerce sites.
Google's launch of Boutiques.com works similarly to the much talked about Shoedazzle.com which assesses users' personal styles to recommend other brands and merchandise. Aside from the benefits of avoiding chaos at the mall and the exhaustion of running around, e-commerce sites offer a wider variety of product not available in stores. ComScore Inc. has reported that the virtual accessory and apparel commerce has grown into a $19 billion industry in the U.S. alone. Other online retail stores, such as ASOS.com, lure in consumers with not only a massive selection of styles, but offer free shipping and returns. This marketing tactic is too good for any fashonista to pass up.
Shoppers, more than ever, are using technology as a recourse for finding up-and-coming fashion trends that have yet to become commercialized. The essence of fashion is setting yourself apart from the rest while staying true to your personal style. Online bloggers and video-bloggers have made walking around the mall and waiting for the monthly addition of Vogue a thing of the past. Why see what everyone else is wearing when you can stay one step ahead and following European fashion through online resources like YouTube.com?
In the information age, one would be remiss in not only recognizing the advantages offered by the empowerment of technology, but the influences that flow from its sheer scope. Fashion has always been global, but now it remains global at one's fingertips.
Life is too short to blend in,
Jessica.
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