From Physical to Digital

Although the convenience of online shopping has increasingly changed the brick-and-mortar business, it is my opinion that both commodities are important in today’s customer experience. Just as fashion is ever-changing, so too is retail-  in that traditional store formats are now faced with newfound consumer habits who want more choice and more convenience. While many people believe brick and mortar stores are doomed in today’s tech-driven world, there are many people who prefer hands on shopping. Our brick and mortar store in the heart of Richmond, Virginia, has been successful in helping us establish and grow our brand. But, rather than limit our growth to the confines of our store, we are now focused on our second location- our e-commerce store, and securing its relevance on the web.

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With one-click purchasing and fast delivery options, e-commerce has never been more appealing. Online shopping has made huge strides since its inception in the mid 1990s, and since that time consumer buying behavior has morphed significantly. Regardless, we must acknowledge that shopping developed its “roots” in brick and mortar locations, and nothing can replace the sights, feels, and social interactions to be enjoyed when shopping in a store. Many of our customers tell us they want to feel our fabrics and try on our designs before making their buying decisions. The fit and feel of our clothing are two of our biggest assets, neither of which can be experienced on the web.

In a recent survey examining online shopping and purchasing habits, 96 % of Americans surveyed shopped online allocating 36% of their shopping budget to e-commerce. Furthermore, Americans spend an average of five hours per week making online purchases. Today’s online shopper is driven by price, shipping perks, and a personal connection to products. Consequently, retailers are redefining their businesses to these new standards and adapting to the needs of online shoppers. To this end, I have quickly learned the art of search engine optimization, words like meta tagging, and how social media influences customer purchasing. I acknowledge it is important to stay competitive in all areas of  business, yet ecommerce trends will not interfere with our commitment to manufacture top quality clothing.


The stark reality that we now shop from our tablets, smart phones, and computers will continue to shape how customers experience our brand. It is our goal to consistently convey our commitment to quality, customer satisfaction, and loyalty to remain sustainable and domestically made. We plan to add customer reviews on our site to invite feedback from our shoppers on fit, style, and fashion ideas. We are excited to grow our business in 2019 and have a stronger and more unified presence on the web. Stay tuned… good things are coming!

Tell us what you think, we would love to hear from you. What do you predict will be the future of e-commerce? 

Carter JohnstonComment