I’ll never forget the rush I used to get when I had to run to the mall last minute to find the perfect dress. Now, I just scroll online to find that dress and hope it fits when it arrives on my doorstep. But is this constant scrolling going to replace our traditional way of shopping? Maybe. Is e-commerce responsible for the demise of the brick-and-mortar retail experience?
Jørn Backmann Thyssen, the owner of Dagny fashion boutique in Denmark, began his journey in 1994 as a creative buyer. After working for different fashion companies, seven years ago he started his own brand, Dagny, named in honor of his grandmother. With his 25 years of experience in buying, wholesale and retail around the world he can attest to the shift in consumer behavior.
Even though Jørn is very traditional in his ways of producing and selling, when asked about the shift, he comments, “I think it is a part of the new world. You have to be online today. I am selling online as well.”
Regarding the future of retail, Jørn believes that “what will take over is maybe showrooms of collections and inspirational shops with tablets from where you order what you like and get it delivered later at your home.”
As far as Jørn’s own collections are concerned, 100% of the fabrics come from India, although Dagny does not look like an Indian brand. Jørn has been able to pick and create styles that would be best suited for his customers. This customization and personalization is something that will never go out of fashion. “There is maximum sales from my store. People come because of me, how I dress them and guide them. That is something you do not get in online stores.”
As the world shifts with new technologies, the relationship between a brand and its consumers will remain until there is this kind of connection and loyalty. We continue to explore and shop from Amazon or Asos, by just with one click the only thing we are saving is time. Gratification is found both in online and in-store shopping. We should stop pitting online stores and physical boutiques against each other. It is not so much a question of who rises and who falls, but more of figuring out how both could co-exist to cater to the increasingly complex nature of consumers today.
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