Online shopping - friend or foe?

Joanne is a personal stylist and consultant Brand Manager for small business, based in Sydney with over 20 years experience in the fashion industry, Contact Joanne for more info on Joanne.becker@bigpond.com

I have recently been working on the implementation of an online shop for a fashion retailer and it has made me ponder the question….. Is this technology really the answer to our prayers as working mothers??

As more and more retailers embrace this as the way of the future, I am sure that most of you have already toyed with the odd online purchase, if you are not already complete converts. On paper it sure ticks the boxes from the perspective of being easily accessible at any time of the day or night. It is also a great way to compare quickly and easily different products so as to ensure the best possible price. With this market being so competitive, more and more companies are enticing us with deals such as free shipping which make the car park/ toddler tantrum battle look like a very poor and unattractive cousin! From this perspective I really cannot fault the experience when buying from reputable companies for such things as gifts and large toys etc. I recently bought a fantastic trampoline for my toddler online for half of the price of in store and had it arrive on my doorstep (it never would have fitted in my car!!) within days… It is when we get onto the topic of fashion for us, not so much our children, that I think it is not necessarily the best option.

Any of you who have read any of my previous articles knows that I am very much about investment shopping for career mums. Taking the time to really try things on and buy the best possible items that will work well with your existing wardrobes. With the online boom, savvy retailers are realizing that they really need to have an attractive offer to entice customers to shop in their stores rather than utilize the convenience of their computers. There are some great sales people out there who have very sound product knowledge and it is really worth taking the time to use this. Most of us will have had the experience of a store assistant that gets to know us over time and ends up really guiding us in our purchases. This works best if there is a particular brand that you love, strike up a friendship with the Manager and allow them to impart their knowledge on you. Companies are spending more on training their staff than ever to really know how to style their customers. As busy working mums, I think it is great to take the time out to make a day of it if you can; go and have coffee, get your hair done and then hit the shops! I am a bit of a purist, but I really think it is a tragedy to lose this human interaction, and quite frankly, you will never know if something is truly right for you until it is on your body.

I know there will be those of you out there shaking your head, who buy most of their clothes online…. But I have a sneaking suspicion, that if you are pretty much a very standard shape and size and good luck to you is all I can say! Accessories and knitted tops and tees of course are a pretty safe bet for most people so this is where I would start if you want to have your first foray into the world of online shopping. But if not, browse those beautiful websites that all the fashion companies have paid a fortune on, then hit the stores and let the staff do all the work. It could just make both of your days!!