Let’s start from this premise: that women under 50 have warmly embraced buying fashion online and, indeed, as well as buying their clothes online, buy pretty much everything else online, too, from kids’ clothes to corn-flakes.
We also all know that most women over 50 are buying some fashion online… but only some. And why is that? Because we ladies of 50 plus want to touch, feel and try on.
Now, without wanting to challenge you, we think April 2017 is time for a rethink.
But, we would say that wouldn’t we, because we’re a fashion website. But we are a fashion website created and run by two women of over 50 (in fact 2 women now over 60), so we really understand the preference many of you have for buying in a real shop.
But as we are now in Spring 2017, we would like to share these thoughts on the pros and cons of shopping online and of buying in shops, because, well, because we think it is time to recalibrate some of our ideas…
In a shop, the massive advantage is that, yes, we can touch and feel the clothing.
But how often does that lead us to the same old colour, the same old familiar style? How often does the absence of what used to be called “hanger-appeal” limit our choice and reduce us to buying a garment in a fabric we like the look of or like the feel of; and for its other clearly visible attributes such as embellishment or length?
How often does the absence of “hanger-appeal” prevent us looking with a fresh eye at a whole garment? Or how often does the existence of “hanger-appeal” lead us astray? Lead us again to the same colour, the same fabric?
How often would we do better in terms of what truly works for our current body shape if we were properly able to see the shape and cut of a garment rather than just seeing a garment drooping on a hanger?
By shopping online and seeing a clear picture on a model, we can more clearly see the shape and cut of a garment; we can see where a dress or a jacket is nipped in and we can see where it flares out; we can see the shape of the neckline, we can see where the sleeve falls, we can see where any draping sits, and how a print or pattern behaves on a body. And all of that definitely helps us to know what the garment would look like on our body shape far more easily than seeing it hanging.
So, yes, when we shop online, we sacrifice touch and feel, but to compensate we can see shape and cut and a lot of detail. And yes, we know the brand and stylists make everything look good, but that’s something you savvy ladies can look past, to see those aforementioned details …
Another benefit of shopping online is the ability to sift and sort, unlike shopping in-store where everything is in your face OR if they are being minimalist, there’s very little to see…
This advantage occurred to Jan recently while she was visiting her local mall. She says: “M&S, in particular, seemed to be an assault on the senses. Yet I had reviewed most of their collection, so I knew there were lots of really great pieces. However, the floral prints beside the digital prints and the tops and tees in a jumble of colours and prints all next to one another just put me off it all.”
So, perhaps that’s a reason for brands to want you to shop online but we think that when you are looking for a great piece, it is simply simpler to find it online…
By the way, when it comes to photographing clothing on models, a lot has changed since internet shopping became so prevalent. A LOT. We expect many of you are aware of how some stylists cheat to create the most alluring images for fashion pictures, using pins, bull-dog clips and double-sided tape, among other devices. But while that works in glossy magazines, it does not work for the thousands of pictures illustrating garments for sale that you see on SoSensational or on your favourite brands.
Why not? Because brands now realise that showing garments for online sale is a whole different ball-game from displaying their clothing in glossy magazines. We are not saying they never cheat, but their returns policies are forcing them to be more honest in their photography. There is also awareness that customers come in all shapes and sizes so showing a garment as it actually looks is helpful to the consumer who is not model-shaped!
Are you a keen online shopper, or a wary one? Please share your thoughts with us.
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2 Comments
I agree with you that seeing a garment displayed on a model is much better than on a hanger. The decluttering effect of seeing only that garment is also a plus. However, I have often been misled by the difference between the colours seen online and the actual colour of the garment, and there is nothing like having the real thing between your fingers to decide if the fabric is right, or to be able to inspect the inner finishing (yes, I know, I’m picky, but I sew myself!) I have had one disconcerting experience with Long Tall Sally. After going online to their shop after clicking in a link from their email newsletter, they virtually stocked me by then sending me emails with photos of the garments I had looked at, encouraging me to buy. I was horrified! That is so much more invasive than just the newsletter email I signed up for. I complained several times, and now I only go directly to their website, not through the email. Online is great for browsing, to get an idea of what is out there, but for me, the real shopping experience is in the shop.
Thanks for commenting. We understand your view and we do agree that judging the exact colour can sometimes be difficult online, and the fabric ‘handle’ is, obviously, impossible. However, we believe that for every ‘con’ there is a ‘pro’… that some disadvantages are outweighed by advantages and vice-versa… But it all comes down to individual preferences, so if you prefer bricks to clicks, keep enjoying the shopping. And please keep checking in with SoSensational to find what you want in the non-virtual world!