sartorial musings: e-retail therapy

So yesterday I measured my dad’s foot. I had come over to spend the afternoon with my parents, and we got to talking. He delicately removed his shoe and sock, and I got down on my hands and knees on the floor to measure from heel to toe with a ruler. “But Jane, what reason could you possibly have for touching your father’s pale, hairy foot?” I hear you ask.

So he can buy shoes online, of course! My dad, like so many others, has discovered ASOS.com. And, like so many others, he likes what he sees.

Online shopping has undoubtedly had an explosion in recent years, to both the joy of consumers and the dismay of local shopowners. The latest research report from the Australian Communications and Media Authority regarding the online shopping market in Australia revealed that approximately 62% of internet users purchased goods or services online in the six months leading to April 2011, and that the proportion of online shoppers accessing overseas websites have increased by 10% from November 2009 – April 2011. These statistics reveal that more Australians than ever are choosing to shop online, and there is – worryingly – a steady increase in our Aussie dollars heading overseas. The main reasons cited by consumers for choosing to shop online instead of in-store are convenience and price, two factors which are becoming increasingly difficult (if not impossible) for brick-and-mortar stores to compete against.

I was actually pretty slow to get on the internet-shopping bandwagon for a couple of reasons; I didn’t have a credit card, I was worried that I would be ripped off by internet con artists (I am naturally quite a suspicious individual), and I preferred the instant gratification of making a purchase in store and taking it home that very day. I don’t do lay-by. I don’t do “patient.” Also I am not very technologically advanced – I still haven’t quite figured out how to use iTunes, and have never downloaded a movie onto my laptop in my life. However, approximately six months ago I got a Visa Debit card and lost my internet shopping virginity to a pair of bright red leggings from ASOS.com. They were cheap at $15, came with free shipping, arrived in a matter of days, and fit like a glove. I was hooked.

Ever since that initial purchase, I have had a shameful number of parcels land on my doorstep and a lot of fashion-joy (or “fash-jo” to abbreviate) as a result. Online shopping definitely has its merits, to which I can now attest. There is a huge range, the fashion trends are hot off the runway, clothes and accessories are relatively cheap and good value for money, and of course there is the almighty convenience factor! You can shop online in your pyjamas at midnight, you can shop if you have conjunctivitis and are banned from going out in public and touching doorhandles, you can shop if you’re 8 ¾ months pregnant and your feet are so swollen it’s a chore just to walk to the fridge to get yourself a glass of orange juice. This is something that physical stores just can’t compete with, and have to either lose out altogether or adapt to the changing market. Australian stores like Witchery and Country Road have notably adopted online websites to keep their business afloat, which is something that we just wouldn’t have seen a few years ago.

Price is also a major factor driving consumers to shop online, and, like the convenience factor, is very difficult for brick-and-mortar stores to compete against. Unlike physical stores who have to rent smaller spaces in shopping malls and pay for additional larger storage areas, online stores can operate from huge remote warehouses and do not have to waste money on sales assistants or extra storage areas for stock. They also have a huge turnover and generally do not re-stock items, meaning that there are always new items available for customers and they don’t have a backlog of out-of-trend fashion clogging up the warehouse. As a poor student, I really appreciate the more affordable fashion fix that online shopping can provide.

Of course, there are some issues with online shopping as well. In the above-mentioned report from the ACMA, reasons such as “lack of trust” and “no need” were cited by consumers for not participating in online shopping. Some also feel that it is disloyal spending our money supporting the economy overseas, and see it as their way of supporting local businesses (which is a very valid point). Sometimes the clothes you order don’t fit, or are poor quality, or don’t look like what they did in the picture. However, good return policies and speedy refunds can fix these problems, and the successful online retailers do tend to make sure that they have all possible leaks well plugged so they don’t lose business for these reasons.

So whether you prefer to make your purchases with a click of the mouse, or would rather get dressed up and visit the local mall, I reckon online shopping is definitely here to stay and for me, the pros outweigh the cons. So go forth, buy from Aussie online stores to support local retailers if you want to, double-check the returns policy, and enjoy the experience of shopping online. You might even want to whip the tape measure out so your dad can, too.

By Jane Boulton

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