Advances in Economics, Management and Political Sciences

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Proceedings of the 7th International Conference on Economic Management and Green Development

Series Vol. 33 , 10 November 2023


Open Access | Article

Effects of Online and Offline Stores on Apparel Brand Performance

Chunxi Cai * 1
1 University of Sydney

* Author to whom correspondence should be addressed.

Advances in Economics, Management and Political Sciences, Vol. 33, 54-60
Published 10 November 2023. © 2023 The Author(s). Published by EWA Publishing
This article is an open access article distributed under the terms and conditions of the Creative Commons Attribution (CC BY) license, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.
Citation Chunxi Cai. Effects of Online and Offline Stores on Apparel Brand Performance. AEMPS (2023) Vol. 33: 54-60. DOI: 10.54254/2754-1169/33/20231633.

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.

Keywords

online store, offline store, apparel industry

References

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Data Availability

The datasets used and/or analyzed during the current study will be available from the authors upon reasonable request.

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Volume Title
Proceedings of the 7th International Conference on Economic Management and Green Development
ISBN (Print)
978-1-83558-087-5
ISBN (Online)
978-1-83558-088-2
Published Date
10 November 2023
Series
Advances in Economics, Management and Political Sciences
ISSN (Print)
2754-1169
ISSN (Online)
2754-1177
DOI
10.54254/2754-1169/33/20231633
Copyright
© 2023 The Author(s)
Open Access
This article is an open access article distributed under the terms and conditions of the Creative Commons Attribution (CC BY) license, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited

Copyright © 2023 EWA Publishing. Unless Otherwise Stated