There is no denying that online retailing has risen within the
fashion industry over time. (Galic, 2016) However, this does not
make in-store shopping any less valuable within the mass market.
In actual fact most in-store companies are just merely expanding
their brand using their website. Thus it would seem more likely
for brands to use retailing systems like ‘omni-channel retailing’ as
both online and in-store shopping have their advantages in order
for the retail industry to grow. The researcher suggest that brands
shouldn’t focus on whether the argument is ‘brick x click’ but how
the two retailing systems compliment one another. Mass market
etailer brands like Missguided began their retail circle purely
online back in 2009 and in 2015 Missguided launched their first
concession stand in Selfridge’s. (Sabharwal, 2016) Thus expanding
their business from online to in-store. When using examples of
etailer stores, this demonstrates the use of both retailing methods.
Overall, online and in-store shopping both seems to have its
advantage within the mass market. Therefore, the researcher has
concluded that both online and in-store retailing compliment one
another and the two together have helped form a relationship
within the Mass market sector.
FIGURE FORTY FOUR
FIGURE FORTY THREE
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