The Online Takeover

Sat in bed, mint tea in-hand with Netflix on in the background and scrolling through the endless clothing, shoes, beauty products and accessories available on numerous websites such as PrettyLittleThing, Boohoo, Asos and Misguided; what could be more heavenly?

This is the enemy that high street brands such as TopShop and UrbanOutfitters are fiercely competing against. Due to the online only element of these eCommerce brands and overall scale of their operations, they’re cost efficient and have massive economies of scale; the online products are much cheaper then highstreet alternatives. So why would you go to the effort to leave your bed to go into town only to look at a smaller selection of clothing, which will be more expensive and won’t include a 20-30% discount?

Maybe this is the way the fashion industry is moving. Although, saying that, who doesn’t love a shopping trip, the freedom to roam around touching and physical trying on different styles across so many shops. Not to mention the satisfaction of finally finding something you love, then when you go up to the till to pay for it, you experience that thrill of earning that piece of clothing through your efforts. But I feel this is a dying experience that I’m not sure the next generation will have the excitement of experiencing. Are you pro online or pro shopping trip?