fashion-retail and online stores

fashion-retail and online stores

13.06.2018

Omnichannel retail and online business is a new trend of the fashion segment. According to RBC, their own online stores have already launched 59% of the players.

The growth rate of the number of web projects in fashion-retailing has decreased, in comparison with the previous year. At the same time, the brands entering the Russian e-commerce market have rather high quality level: online purchases are already available, for example, with United Colors of Benetton, Mustang Jeans, lady & gentleman CITY and many others.

This process is expected to continue. A lot of well-known companies announced plans to launch online stores, including GEOX, Elena Furs, GANT, M.Reason, Elis, Stockmann, Cacharel, Gloria Jeans. Many of them rate online projects important within their development strategy, expecting sales of the Internet to be comparable to those of the major offline stores.

Experts note that when it comes to Runet, brands face a number of challenges. First of all, this is a need to regain the audience. Strong offline positions are not transferred online automatically – the network has its own competition and major players. And the key tool in the struggle for the client is a web directory. It is necessary to fully reflect the characteristics of the products so that they would be sufficient for making a decision about the purchase, as well as bring them to a unified form for the convenience of search and comparison. Since the site and directory are the only channels enabling the choice of a potential buyer in favor of the product (or, potentially, disfavouring it), a great deal of work lies ahead of the fashion-retailers for their online success.