Coordinate Brick And Mortar And Online Platforms

1722 WordsApr 25, 20177 Pages
COORDINATE BRICK & MORTAR AND ONLINE PLATFORMS All parts of the brand must be consistent, particularly brick and mortar stores and online platforms. This is of high importance because of the rise in online shopping. According to Nick Hodson and Marco Kesteloo, two members of PwC’s Strategy& group, three fourths of retail sales growth has occurred through online channels. About 15% of retailers’ total sales are occurring online. This steady online growth is giving back new life to the physical stores of some retailers (Hodson). For example, a shopper on ASOS finds a blouse that she likes online but she is not sure of her size. She goes to a brick and mortar store that sells the same item and buys it there. Then later she may decide she…show more content…
Finally as aforementioned, there is a lot of emphasis on maintaining the same personality online as in store. Specifically with color schemes and layouts, they must match the brick and mortar store. If the layout of the physical store has a shirting department organized by fit then the customer should be able to sort and search online based on fit not something else, like style. Retail should not be focused on the allocation of sales between different channels instead focusing on the fusion of the two with brand identity tools. This then encourages consumers to participate in different channels sequentially and simultaneously along the path to a single purchase (Holdon). THE DIFFERENCE WITH LUXURY GOODS No two-brand identities are the same and it is crucial to consider what type of clothing the company will supply to its customers. There is a large difference in the way luxury and fast fashion brands operate which translates to how they create and maintain a brand identity. Some of the major differences are that luxury brands do not respond to rising demand because they want their product to be difficult to buy. The role advertising has for luxury brands is not to sell but to create status. Luxury brands do not use the Internet even though the importance of online coordination was just discussed. Finally, luxury brands do not look for cost reductions (Nieto). They still create an identity by creating a personality or an idea that represents the brand,
Open Document