Shifting Customer Attitudes: Purchasing Fashion Online vs Offline

This report analyzes the evolving customer attitudes towards purchasing fashion products in traditional brick and mortar stores versus online platforms. It compares and contrasts the factors influencing consumer behavior, such as convenience, pricing, product experience, and the impact of technology. The report also addresses the potential for online stores to replace high street shops in the future, considering the advantages and disadvantages of both shopping environments. It concludes that while online shopping poses a threat to traditional stores, physical stores will continue to exist due to the preference of some consumers to physically inspect products before purchase. The report references books and journals to support its analysis.

Online or Offline Stores

Table of Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY..................................................................................................................................3
Compare and contrast customers' shifting attitudes on purchasing fashion products in
traditional stores vs internet sites.................................................................................................4
Why the consumer buy online products:.....................................................................................5
Why Do Some Customers Prefer Shopping at a Store?..............................................................5
To what extent do you agree that online stores will replace high street shops in the near future?
.....................................................................................................................................................5
CONCLUSION................................................................................................................................7
REFRENCES...................................................................................................................................7
Books and Journal........................................................................................................................7

INTRODUCTION
The aim of this report is to analyse the role of the customer and their behavioural attitude
towards the channel switching behaviour in context of Internet and bricks and mortar Store
nowadays multichannel strategies is becoming more and much important for the organisation and
for the consumer as well. The internet as a new channel is developing in an appropriate manner
and playing important role in the business. In order to identify the behaviour and attitude of the
consumer towards the fashion this report going to compare and contrast the modification and
changing attitudes of consumer towards the fashion items and also going to explain about online
stores that might be replaced High Street shops in the near future.
MAIN BODY
Fashion is the term which alludes to the way through which particular things are
made .fashion is the concert which described as the prevailing style of the particular dresses or
behaviour of any person at particular given time with the amended implication that fashion is
categorised by the modification. Internet is a technology that has prompted significant
modification in several aspects of the society as well as at human life and in shopping culture.
Shopping via the Internet, or e-commerce, is a significant phenomenon in the context of human
existence as a whole. Many fields, including law, economics, psychology, and marketing, are
intertwined with Internet shopping. This subject, which is a vibrant field of study, has been
researched by many academics from many disciplines. Especially in the previous 20 years, the
fashion garment business has changed dramatically. The fashion industry's shifting dynamics
have prompted retailers to prioritise low costs, creative flexibility, quality, and speed to market
as essential tactics for remaining profitable in an increasingly competitive market. Especially in
the previous 20 years, the fashion garment business has changed dramatically. The fashion
industry's shifting dynamics have prompted retailers to prioritise low costs, creative flexibility,
quality, and speed to market as essential tactics for remaining profitable in an increasingly
competitive market. People are purchasing fewer, but more often, things. In recent years,
customer buying habits have shifted. People are shopping more frequently, but they are buying
less each time. They also have a lower level of loyalty to a single retailer. In a word, the
internet's development has profoundly altered how customers view and acquire brands. There is a

definite transfer of power from the marketer to the customer, as the latter is empower to make
well-informed decisions based on information that is readily available on the internet.
Compare and contrast customers' shifting attitudes on purchasing fashion products in traditional
stores vs internet sites.
Consumer behaviour has shipped it dramatically as a result of technology development
first of consumer behaviour appears to be much impacted by the internet Smartphone’s and by
the tablet as a result of the advancement of the Technologies. Technology is the concept which
has actually put the amended power in the hands of the user. Technology is the concept which
affect the way individuals and the person communicate think and learn for stop it support the
society to determine about that how the people communicate and interact with each other on a
regular basis. These are the things which made learning more interactive and easy as well as
collaborative. in addition to this it also support the individual to get better engage with the
material that they are learning and have much difficulties with. E-Commerce stores and their
host their business by using online platforms full stops customer can purchase their products
from anywhere but the products which are provided by online platforms are intangible and the
person cannot touch or see them. Bricks and mortar outlet has a particular location to sell their
products and services and they are using offline platforms like physical location stores outlets so
that the customer can come indeed jobs and touch their products and see them and buy
accordingly. People are increasingly depending on internet sources for every purchase as a result
of the global epidemic that exists at this moment. As a result, now is the most essential moment
to investigate the efficacy of online businesses that reach consumers with a single click.
Brick and Mortar vs. Online Sales Statistics
According to the investigation tutal and entire retail sales of e-commerce sales have
increased from 11.3% in 2019 to 14% in 2020.Along with this, the entire retail sales from dollar
1.38 trillion in 2019 to 1.47 trillion in 2020. So this represent that 6.9 % increment according to
us department of Commerce statistics. According to the investigation from big commerce the
preference of the individuals for shopping in stores versus online tends to decrease with age. The
baby boomers and the seniors are much less likely to modify and transfer to online shopping .
There are many transaction nowadays which include physical viewing of the products and boat
digital full stop open a by which begins with online investigation which is followed by a person
in order to visit to the outlets to make a purchase first and the Purchase is the concept which

begin with the consumer inspecting the objects in the outlets but completing the the purchase
online
Why the consumer buy online products:
The consumers purchase online in order to get several facilities because as they are being
capable to shop 24 into 7. Along with this the save their money because the online shopping is
the platform which allowed the consumer to compare their pricing and the find best appropriate
deals according to their budget. In addition to this they do not have to use their personal vehicle
and deal with parking and several more issues like noise pollution traffic and many more in order
to purchase their product. Along with this, the online shopping saves the time of the consumer.
As they store shopping takes huge time and involves visit to several stores in several location.
Along with this the people dislike crowds line up casual and many more that is the reason the
consumer prefer to do online purchasing. Sometimes the online Shoppers provide free shipping
soap it is also and major benefit for the individual.
Why Do Some Customers Prefer Shopping at a Store?
There are several people who prefer to purchase their products by using online platforms.
As they being capable to physically communicate with an item before buying particularly like
cosmetic future clothes and many more. With grocery item they are required to check for quality
and freshness. On other side the Purchase and the products can be obtained by the person
immediately instead of waiting for the shipping. Along with this avoiding shipping cost and it
much Rapid and very easiest to return unwanted and defective product at the store full stops
along with this they have amended Customer services and they have capability to speak directly
with their sales representatives and get various kinds of information which are beneficial for
them in order to identify the information which is associated to the products.
To what extent do you agree that online stores will replace high street shops in the near future?
Almost all major brick and mortar business now have important and significant presence
at online platforms. With decision of the organisation in order to invest their time and efforts in
order to develop themselves into internet cells is less apparent for small break and Motors
organisation. Only around 29% of the companies sell their products online. Changing consumer
behaviour create impact on the High Street. The consumer purchasing patterns have modify that
particular way through which the people and the consumer using High Street retailers. The

customer can save their money and sign of travelling and the online shopping is the platform
which form in the individual to have a variety of the choice as they can compare their product
and different brands and products. According to their investigation it is the fact that shopping by
using online platform is replacing shopping in physical stores in negative and positive Manner.
Amended extend it will effect to the brick and mortar stores and it can be said that it can never
capitalise the Marketplace effectively and completely. Online platforms has much benefits of
easy shopping discount on their prepaid payments easy payment modes figure checkout and save
crime of the individual of travelling and also save their money fuel and many more things. So it
represent that online shopping replace the physical stores completely in the future. As online
shopping provide several kind of facilities towards the individual and now a day’s everybody is
depending on the online platforms. On the other side, there is some more benefits of the online
retail organisation that they do not catch I of the consumer. No one in the business, including that
the workers and the customer is putting any kind of pressure on the person. At the online
platforms May easily made a decision and Buy whatever according to their need them
requirements. Customers have additional alternatives for home delivery, price, and discounts
thanks to retailers' increased flexibility. Because of the broader choice of items, privacy when
purchasing, and more convenient shopping, online retailers expose the brand to a larger number
of prospective clients. It is undeniable that internet shopping has had a detrimental influence on
the business of brick and mortar stores. For example, Alibaba has grown to become the world's
mainly admired online shopping platform. The firm just reached a sales milestone of $100
billion, making it one of the world's prime corporations. This is due to the fact that e-commerce
is so easy that anything we need to buy is only a click away, and the item will be delivered right
to our home. The drawback of purchasing anything online, however, is that it may be quite
upsetting when the products supplied do not fulfil our expectations. As the online business create
impact on the offline outlets. As the online business provide several kind of facilities through
which the people feels more valuable and attracted towards the online and digital marketing. As
the online platform provider 24 hours delivery and several more kinds of facilities and in this
pandemic of covid-19 the people are more attracted towards the online shopping because of
lockdown they cannot go outside so the online platform provide facilities to buy the products by
choosing their application and get their products at home. Local companies receive less money,
resulting in fewer new hires. Less money flows into the local economy when fewer people are

hired. Fewer jobs and less money accessible for citizens imply less money going into the local
economy. So this is the reason that the online shopping has changing the attitudes of consumer
towards the purchasing fashion items and it can be said that's the most of the employees are
prefer to do shopping by using online platform.
CONCLUSION
To summaries, while internet shopping has posed a danger to brick and mortar
businesses' future, I believe they will continue to exist since many consumers still prefer to
personally inspect a product before purchasing it. Furthermore, internet buying is inconvenient if
we want a thing right now. To sum up the topic, I believe that internet retailers have an
advantage over traditional stores, making them a great success during these hectic times. Given
the current pandemic crisis, it is even easier to buy without really travelling somewhere and
endangering one's health.
REFRENCES
Books and Journal
Mashitah, Q., 2018. Perbedaan kepuasan konsumen belanja online dan offline pada mahasiswi
pembeli produk fashion. Jurnal Riset Psikologi, 2018(1).
García, J.A.C., Galindo, A.D.V. and Suárez, R.M., 2018. The effect of online and offline
experiential marketing on brand equity in the hotel sector. Spanish Journal of
Marketing-ESIC.
Maryati, T., 2020. Consumer Behavior Changes Post Pandemic Covid-19. International Journal
of Halal Research, 2(2), pp.84-89.
Flavián, C., Gurrea, R. and Orus, C., 2020. Combining channels to make smart purchases: The
role of webrooming and showrooming. Journal of Retailing and Consumer Services, 52,
p.101923.
Kim, J., Kim, M. and Choi, J., 2016, July. OFFLINE SOCIAL INTERACTIONS AND ONLINE
SHOPPING DEMAND: DOES THE KIND OF SOCIAL INTERACTIONS MATTER?.
In 2016 Global Marketing Conference at Hong Kong (pp. 957-958).
ONLINE:

 McCormick, H. and Livett, C. (2012), "Analysing the influence of the presentation of
fashion garments on young consumers’ online behaviour", Journal of Fashion Marketing
and Management, Vol. 16 No. 1, pp. 21-41
 https://retailminded.com/five-benefits-of-online-shopping-and-offline-shopping/
#.YFeCna8za00
 Yang, Kiseol& Young, Allison. (2009). The effects of customized site features on
internet apparel shopping. Journal of Fashion Marketing and Management. 13. 128-139.
10.1108/13612020910939923.
 Susan Ward, march 25, 2021, Available through, <
https://www.thebalancesmb.com/compare-brick-and-mortar-stores-vs-online-retail-sites-
4571050>