Effects of Online and Offline Stores on Apparel Brand Performance

Abstract

The rise and continued expansion of online stores have prompted traditional fashion retailers to contemplate omnichannel strategies. Traditional physical stores have their own unique value, and online-only brands must consider whether it is worthwhile to establish an offline location. This article will investigate whether establishing a physical and an online store is advantageous for the brand. This research paper uses a systematic review and document screening as its methodology. The findings of this study indicate that opening both offline and online stores is likely advantageous for brands, such as in terms of increasing sales and boosting brand recognition. This assumes that the newly opened offline and online stores are of high quality and customer centric. The investment allocation between the two types of stores needs to be determined based on the market position of each brand. There is no simple answer to the question of whether the brand should invest more money in online or offline stores. For the long-term success of brands, omnichannel marketing is recommended.