E-Commerce has taken over the fashion world. Online shopping, from high street brands to luxury designers, has become an international phenomenon. But what does this shift mean for traditional brick-and-mortar stores? Are we saying goodbye to in-person shopping entirely?

The internet has definitely changed things, and the pandemic only accelerated that trend. People are now comfortable shopping from the comfort of their homes, scrolling mindlessly through the endless options on their phones. Online shopping offers ease, convenience, and endless temptation with just a few clicks. Home delivery? Sounds perfect to many.

For traditional retailers, this has been a wake-up call. Many have had to adapt quickly, ramping up their online presence and investing in digital marketing. But it hasn’t been easy for everyone. Big department stores, which were once fashion meccas, are now struggling to compete with the seamless, fast-fashion models of ASOS and Pretty Little Thing. Some have even had to close their doors for good.

Big department stores aren’t the only ones affected though. E-commerce has dramatically fuelled the rapid rise of fast fashion, making it significantly easier for consumers to purchase cheap and trendy clothing in bulk. The temptation to buy more has skyrocketed, with fast fashion brands churning out thousands of new designs weakly. The ease of scrolling coupled with ultra-fast shipping has normalised overconsumption, leaving a trail of environmental and social consequences in its wake.

But, it has also opened up new opportunities for sustainable fashion. Online platforms allow consumers to access a broader range of eco-friendly brands. Websites and apps dedicated to second-hand fashion and clothing rentals have gained popularity, offering consumers a chance to shop more consciously.

So, what’s the future of fashion retail? It looks like a blend of both worlds. E-commerce is here to stay, but brick-and-mortar stores will likely remain —albeit in a more curated, experiential form. The two sides of the industry will have to coexist, offering different perks to meet the evolving needs of consumers. Personally, I hope we keep the in-person experience going.