As if the thriving popularity of online apparel sales wasn’t already enough, online retailers are offering yet another incentive to encourage customers to ditch the offline stores for good. These online sellers are offering prospective buyers the option of altering clothes they buy online, which can ensure that customers get the right fit that they are looking for. This is yet another threat to traditional brick-and-mortar stores, which customers usually choose for the advantage of being able to alter the fit of the clothing they buy.
Nidhi Agarwal, founder and chief executive officer of Kaaryah.com, explains this new offering and its beenfits, “We serve a niche that is unmet, serving women between 23 to 45 years of age who are looking for formal western wear that is functional and fashionable. Unlike a typical marketplace, we carried out a survey of what women look for and studied the Indian body type to design the sizes accordingly. The corner stores can probably reduce an inch or alter something, but they do not have the expertise to tailor women’s trousers, for example.”
The online apparel industry is getting hotter, will the offline stores be able to complete with the rapid growth of ecommerce? All we can do is watch and watch.