Will phone apps not only replace traditional shopping but also lap and desk top internet shopping? Internet shopping is increasing. According to Cotton Incorporated’s Lifestyle Monitor 66% of female consumers spend approximately an hour and forty-five minutes each month browsing the Internet for clothing purchases. Are phone shopping apps just hype – the shopping trend of the moment waiting to be replaced by an even newer trend? Poshmark offers users the opportunity to buy and sell fashion items through a free Iphone app. This might be more appealing to those under thirty than bringing their unwanted clothing items to a consignment store.
Is it a generational thing? Many women under thirty grew up shopping online. They have never experienced the luxury of pampered shopping offered by such high-end retailers such as Niemen Marcus, Bergdorf Goodman, and Saks Fifth Avenue. The only local department store offering equivalent services is Gwynn’s of Mount Pleasant. Never having experienced a high standard of customer services from clothing retailers, they don’t expect it. Shopping isn’t a relaxing experience in self-indulgent pampering. It is impulse or boredom shopping with expectations of being entertained and immediate short-term gratification. They are not concerned about the feel and quality of the fabric or even fit. Easy customer friendly return policies alleviate any concerns. Ralph Lauren, who excels at lifestyle promotion, has developed merchentainment an e-commerce blend of merchandising, and entertainment.
Most clothing items that are returned are returned because of fit problems. Companies are developing technology to reduce questions of fit and lower returns. Virtual fitting rooms such as Fits.me allow shoppers to enter their measurements and see how an outfit will look on their body type.
Technology might make shopping for clothing faster and easier but it lacks the experience of being catered to and the tactile sensation of touching fabric. It may be convenient but it is fun?
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