Tap, Try, Buy: What Fashion Retailers Must Do to Stay Relevant
Tanvi Munjal
Let's say you spot a pair of shoes on Instagram. You tap on the post, and it opens the brand's website. The shoes are available in your size, but you'd rather try them on first. You check the app and find a nearby store that has them in stock. Later that day, you walk in, try them, love them, and buy them. That entire experience, from phone to store, was smooth and connected.
This is what fashion brands are aiming for today. And it all falls under one idea: omnichannel strategy.
What Does 'Omnichannel' Actually Mean?
The word 'omnichannel' comes from 'omni,' meaning all, and 'channel,' referring to the different ways a business connects with its customers.
In simple terms, an omnichannel strategy is when a brand connects all its shopping platforms and communication points so the customer has one continuous experience, no matter how or where they shop.
This could include:
Physical stores
Company websites
Mobile apps
Social media pages
Email and text messages
Customer support (live chat, phone, or even WhatsApp)
Third-party platforms like Amazon or Zalando
As Olivia Lee, Founder of LIVVIUM, puts it:
'I started LIVVIUM by looking at everything from a customer's point of view—why brands choose certain platforms, what they want customers to experience, and how we can make that journey better.'
The goal is for these channels to work together rather than act like separate departments. For example, a return bought online should be just as easy to handle in a store. Or if you add an item to your cart on the app, it should still be in your cart when you open your laptop later.
Why Omnichannel Matters in the Fashion Industry
Fashion is fast, competitive, and heavily influenced by trends and consumer behaviour. People no longer shop the way they used to. A customer might:
See a product in an Instagram reel
Browse a brand's website on their lunch break
Visit a store after work
Buy the item from their phone while watching Netflix
This kind of behaviour is very normal today. This means that brands must be ready to meet customers at every point in this journey.
Here are a few reasons why omnichannel strategies are becoming a necessity for fashion retailers:
Customer Expectations Have Changed: Shoppers today expect flexibility. They want to check if something is in stock before visiting a store. They want to try it on in person and still have the option to order it online if their size isn't available. Convenience Drives Loyalty: When a brand makes shopping easier, customers are more likely to return. A study by the Aberdeen Group showed that companies with strong omnichannel engagement retain 89% of their customers, compared to 33% for those with weak strategies[1]. Increased Sales Opportunities: Omnichannel shoppers are more valuable. According to a Harvard Business Review study, customers who used four or more channels spent 9% more in stores, on average, compared to those who used just one[2].
Core Elements of a Good Omnichannel Strategy in Fashion
Let's look at what it really takes to build an effective omnichannel system in the fashion world.
A Connected Inventory System
A major part of an omnichannel strategy is inventory visibility. This means showing customers what products are available, where they're located, and in what sizes. If a shopper checks online and your site says a specific jacket is in stock at the store down the street, that information needs to be accurate.
A Unified Customer Profile
Whether a shopper buys online or in person, every interaction should contribute to a single, detailed customer profile. This helps brands offer more useful suggestions, personalised discounts, and smoother service.
Consistent Look and Feel
Whether someone is scrolling through your Instagram, browsing your app, or walking into your store, they should get the same sense of your brand. That includes your visuals, tone of voice, product presentation, and even customer support.
Multiple Shopping Options
Customers want to shop in a way that works best for them. That could mean:
Buying online and picking up in store (BOPIS)
Buying in store and shipping to home
Ordering through an app and returning in store
Providing these choices builds flexibility into the shopping experience.
As Olivia Lee explains:
'Through AI sizing tools, I hope we can give customers more ownership of their size and measurements, while helping brands offer a better, more personalized experience.'
Where Does Omnichannel Happen?
A complete omnichannel setup often includes:
Physical stores : Still vital for many fashion brands. People like trying things on and getting advice.
: Still vital for many fashion brands. People like trying things on and getting advice. E-commerce websites : A primary source of information and shopping.
: A primary source of information and shopping. Mobile apps : Useful for faster browsing, exclusive deals, loyalty points, and in-app features.
: Useful for faster browsing, exclusive deals, loyalty points, and in-app features. Social media platforms : Instagram, TikTok, Pinterest — these are often the first point of contact for discovering a new item.
: Instagram, TikTok, Pinterest — these are often the first point of contact for discovering a new item. Emails and text messages : These keep customers informed about sales, deliveries, returns, and new arrivals.
: These keep customers informed about sales, deliveries, returns, and new arrivals. Customer service platforms: Live chat, Facebook Messenger, WhatsApp — these help with product questions or post-purchase support.
Each of these platforms can play a different role in a shopper's journey. The job of an omnichannel system is to make sure the handoff between them is as smooth as possible.
Real-Life Examples of Omnichannel in Fashion
Let's look at how some big fashion names are doing this in practice.
Nike: Nike's app isn't just for buying shoes. It lets users scan items in-store for more info, check product availability, get workout content, and even book appointments. Their website and app are tightly linked to store systems, making the shopping experience more fluid.
Zara: Zara has a feature called 'store mode' in their app. You can use it to check if a specific item is available in nearby locations. If it's not in stock, you can order it online and pick it up or have it shipped. They also let you return online orders in-store without needing to print anything.
Nordstrom: This US-based retailer connects its inventory, customer service, and app to allow for personalised suggestions, curbside pickup, stylist services, and more. If you're part of their loyalty program, the entire experience becomes even more tailored.
How to Start Building Your Own Omnichannel Strategy
If you're part of a fashion brand and thinking of exploring omnichannel, here's a practical approach:
Understand How Your Customers Shop: Start by asking questions. Do they discover your brand online and then shop in person? Do they expect live chat? Are they mobile-first? Choose Tools That Work Together: Pick systems for inventory, point of sale, and customer relationship management that can communicate with each other. This will help you connect the dots between in-store and online behaviour. Train Your Team: All employees — from store staff to customer support — should understand how different channels interact. This helps them serve customers more efficiently. Start with One Feature: You don't need to do everything at once. Try starting with in-store pickup or simple returns, then expand as you learn what your customers use most.
As Olivia Lee puts it,
'We create, test, and pilot our own projects before sharing the learnings and tools with clients. It's all about experimenting and making sure what we offer really works.'
Challenges Along the Way
Getting omnichannel right takes time and investment. Some of the common difficulties include:
Keeping product information updated across platforms
Training employees on new systems
Aligning different departments to work together
Managing logistics between online and store inventory
But brands that make the effort often see better customer retention, improved sales, and more positive reviews.
As Olivia Lee notes,
'Returns are a huge problem—not just for brands, but for the planet. When customers buy things that don't fit, it leads to more waste and carbon emissions. Our goal is to give people confidence that what they buy will fit them perfectly.'
What's Next for Omnichannel in Fashion?
Fashion and technology are growing more connected every year. Here are a few ideas that are becoming more popular:
Virtual fitting rooms using augmented reality
using augmented reality Personalised recommendations based on browsing and shopping history
based on browsing and shopping history Live shopping events on platforms like TikTok or Instagram
on platforms like TikTok or Instagram Sustainability tracking, where customers can see the carbon footprint of an item
All of these are possible when the data from every channel is linked.
Looking at the future, Olivia Lee adds,
'Shopping is a community experience. In the future, I imagine immersive commerce where you can shop online with friends, see other avatars in the store, and make the experience as fun and social as it is in real life.'
Conclusion
Omnichannel fashion is not about being everywhere just for the sake of it. It's about being where your customers need you, when they need you, and making that experience feel simple and familiar. A customer might not even realise that multiple platforms are involved. That's actually the point — when omnichannel works well, it just feels natural.So, whether you're a brand just starting out or a larger business looking to grow smarter, taking steps toward an omnichannel approach could make a lasting difference in how your customers see you.
References:
A Study of 46,000 Shoppers Shows That Omnichannel Retailing Works
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