The internet has given scope for independent fashion retailers to challenge the big players on the high street. By setting up online shops, retail entrepreneurs are able to have ‘virtual shopfronts’, most often providing cheap women’s clothes online with reduced overheads, enabling greater focus in the endeavour of identifying the latest trends and sourcing the best possible glamorous clothing items for their market, which is what will bring ultimate success.
New independent fashion companies can achieve such success through the online platform, through setting up their own websites, or by using existing ‘Shop’ features on sites like Ebay and Asos – the latter option providing a good platform for individuals to hone their skills at providing, commonly, cheap women’s clothes online.
The relevance of such start-up online retailers to today’s market is down to the trend in recent years for vintage fashion. As recently as a decade ago, people would readily turn their noses up at the concept of purchasing clothes in a charity shop, yet there has been a process of enlightenment for the new generation of fashion consumers – that is, becoming increasingly aware of the fact that trends are cyclica,l which means that the more likely new home for old dresses, knitwear and other glamorous clothing pieces from the past is more frequently second-hand boutique stores, often online.
Another reason for the growth in popularity of independent retailers can be identified as a reaction – be it calculated or subconscious – against large, faceless multinational stores that consumers increasingly see little value in buying from. This is the same for the garments that they stock, i.e. mass produced, generic pieces that do little to make an individual stand out from the crowd – something that is, after all, one of the purposes of fashion clothing. The opportunity exists for smart entrepreneurs to make the most of these unique openings.
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