Retail minding it's own business.

The retail world is a multi-billion dollar empire. The technological spheres that fashion businesses needs to embark in today’s global shopping mall are paramount to the success of sustainability in a competitive market. Designers, Fashion Houses, Boutiques are now competing on a world scale. A shopper can consider strolling to Paddington or Surry Hills to pick up a one-off piece by a local designer, or jumping online to shop the streets of Barcelona's Gothic Quarter with the click of a button. 'The Find', excitement, thrill of knowing you have purchased something unique is almost non-existent. But who found it first and wore it first has become the social high.

So how can such eager shoppers find you? Without physically having to visit your store how easy is it to find 'the right item at the right time'? Does your target market even know you exist? Do you need to be constantly in their face for recognition? The answer is- it’s all relative. Keeping up with the Jones’ in the fashion world relates to exposure, or lack thereof. Shoppers no longer want clothing, they want fashion. People want to wear an outfit that is both complementary and complimented by onlookers (mostly online). The traditional understanding of ‘know your customer’ is more important than ever. So, anything you put out there in internet land is opening a dialogue between you and your customer. It is either an introduction to who you are as a designer, what you stand for, who you represent, what design aesthetics please you and what inspiration you draw from. If you customers do not know this, they in turn do not know you. It is through your online personality that people will be drawn to you, just like real life. It is a popularity contest and often those leading the market can come crashing down due to a little thing we call ‘cockiness’. Stay humble, close to your friends; communicate with them on every level you see necessary. Don’t forget the people that follow you, so they in turn don’t forget you (out of sight, out of mind). Technology therefore is just another way to communicate to your customer. The ‘online’ world not working against retail in anyway, but like anything, opening a window can allow many a wanderer in… and more out. You should make it your business to stay on top of the game. In order to accept this premise, rolling behind the 8 ball is just not good enough. If you can’t mind your business, hire someone to do it for you. The Fashion world needs to catch up to consumer demands; we certainly don’t want our customers veering off due to frustration of delivery, understanding, commitment and knowledge share.
Net-A-Porter had an idea once upon a time, and soon after few followed. In Australia, we still have major design houses and department stores that cannot be communicated to online; the shopping experience is still confusing, complicated and boring. Full recognition of a downward spiral in profits has stirred a few in the right direction, but not enough. As stated before, get to know business today/tomorrow, foresight is a very powerful tool in a consumer driven market.
Wendy.