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UK apparel retailers go offline to compliment e-commerce
23
Jul '13
With the increasing number of online apparel shoppers in the UK, several clothing retailers have begun opening bricks & mortar stores to compliment their e-commerce portal.

According to the latest research report of yStats.com, a global secondary market research company with focus on the global e-commerce and m-commerce markets, online garment shoppers in the Europe have increased by 20 percent this year as compared to last year.

Speaking to fibre2fashion, marketing director of JD Williams Group, Mr. Paul Kendrick said, “Unlike traditional bricks and mortar retailers, we have over 140 years’ experience in home shopping, and many of the techniques we use such as data analytics, targeting and segmentation are transferable to online channels.”

“However, we have moved in the opposite direction in the last two years by opening stores for ‘Simply Be’ and ‘Jacamo’ because we believe that our store portfolio compliments our e-commerce strategy,” he mentions.

For example, “After opening ‘Simple Be’ stores, we saw an uplift of around 40 percent in sales transacted from the brand’s website in the area,” he informs.

The research report of yStats states that several clothing brands are planning to launch e-commerce portals this year. Among the leading players on the market, the Otto Group plans to launch a new e-commerce fashion project named Collins in 2014, while Zalando more than doubled its B2C e-commerce clothing sales in 2012.

Talking about the new players in online garment market, Mr. Kendrick says, “Many retailers entering e-commerce or home shopping for the first time have to deal with issues such as logistics, plus learn to measure marketing activity based on detailed response rates.”

“We believe that brick and mortar stores are good marketing tool for online portals as it gives the brands more visibility,” he concludes.

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