Source: The Business of Fashion, Jun 2012
TRY BEFORE YOU BUY
In fashion, seeing, touching and trying on products before buying is important to consumers. And while better online merchandising and product visualisations have undoubtedly enhanced the e-commerce experience in recent years, it’s still very far from replicating the feeling of interacting with products in a physical store. Online, finding the right fit also remains a significant problem.
“People will always want to touch, feel and try on certain items and it is impossible to replicate that online,” Dave Gilboa, co-founder of online prescription eyeglasses brand Warby Parker, told BoF. “When we launched Warby Parker, we intended to be a purely online business but we realised the biggest challenge to selling glasses online is getting the fit right,” he continued.