Why E-Commerce Is So Important
In the luxurious North Lounge of The Drake Hotel, a gathering of stylish fashionistas was gathering for the second chapter of Fashion 2.0, a series of fashion industry talks hosted by Stefania Yarhi of Textstyles. We sipped on our Marrakech cocktails provided by The Drake as we awaited the most recent installment of the event: E-Commerce.
Stefania Yarhi is a Toronto-based street style blogger who has travelled the world working with brands like Net-A-Porter, Cosmopolitan, and Holt Renfrew, and been brought on campaigns for her sartorial eye. She has helped shape the Toronto fashion industry and now helps others by assembling a panel of experts to cover a range of topics in the industry.
The Fashion 2.0 E-Commerce panel was made up of Erin Klassen (Community Programs & Partnerships at Etsy Canada), Jordan de Ruiter (an Etsy seller and designer of Jordan de Ruiter Clothing), and Hailey Coleman (Offline Marketing Specialist for Shopify).
Since the wide-spread adoption of the internet, it has increasingly built a presence in our society that is integrated in how we live our daily lives. Online shopping has become one of the booming industries online, sometimes impacting the feasibility of having a physical store. Companies that are resistant to the urge to merge with the online world have found themselves floundering with smaller markets and an inability to compete with the convenience of online shops. With talented new designers and makers emerging and the old guard’s urgency to transform to suit this new tech-savvy world, e-commerce is a hot topic that everyone should be learning about.
For a designer, setting up e-commerce can open the doors to creating a successful brand. It can carry you to a larger market, help people find you who might never have come across you otherwise, and elevate you to the next level in the industry. SEE OUR LIST OF POINTERS FROM THE PANEL BELOW.
E-commerce isn’t just for those with smaller labels. Companies have been working to make luxury goods more accessible in the online marketplace. Net-A-Porter is perhaps the pioneer of this movement. Canadian companies like Holt Renfrew are in the works for creating an online shopping experience, and Amazon is looking to develop further into the luxury market. Aside from the obvious ease of ability to preview what’s in store, an e-commerce shop for these goods is a boon for those who are in communities or countries where their sought-after brands are inaccessible without an online shop.
Some of the old guard of retailers have expressed concern that they feel that e-commerce is in direct conflict or competition with their stores. Instead of looking at online retail as an either/or situation, brick and mortar shops need to analyze how it can be of benefit to them. Customers may leave a store but keep thinking and dreaming of a piece they love, deciding to purchase it after-all. An online store would make it easy for them to make that purchase. Many people pre-shop or research purchases online before shopping in store, so an e-commerce platform assists them in locating your brand. Those with busy schedules that don’t allow for an in-person shopping experience will be able to shop with ease online when their schedule permits, perhaps with a glass of wine on their sofa.
The rise of e-commerce is just another industry growth that is an echo of past changes in a myriad of other industries. In a society that values convenience, it is a logical next step that everyone in fashion needs to embark on.
How has E-Commerce impacted you and your business? Comment and let us know.