Online fashion retailers get crafty to stay afloat in crowded e-commerce space

Clinching trust is the biggest barrier.

The cutthroat competition in the e-commerce space is pushing some fashion retailers to roll out crafty marketing ploys to stay afloat.

According to DTZ, some fashion retailers such as Zalora and Love Bonito have experimented with with physical pop-up stores on short term leases to close the gap between online and offline retailing.

The aim was to increase brand awareness and to acquire new customers by “filling the trust gap” some consumers have towards online shopping.

The digital platform had been incorporated into the pop-up stores, allowing shoppers to browse and make the purchases online. 

The differentiating factor of these campaigns is that the shoppers are now able to experience the products in the physical stores before committing to a purchase.

“As consumers become comfortable transacting online, more shoppers will be drawn to the virtual shops to make their purchases,” said Lee Nai Jia, DTZ’s Associate Director of Research.