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How did online shopping change fashion retailing and clothing returns?

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Off-White fashion show — fashion industry A model walking the runway wearing an outfit from Off-White women's spring and summer 2020 collection during Paris Fashion Week, 2019.

The rise of the Internet as a primary retail outlet has fundamentally transformed the fashion industry by shifting traditional market dynamics.12

Online shopping has provided significant opportunities for merchandisers, most notably by offering customers 24-hour shopping accessibility and expanding reach to rural markets. This digital shift allows consumers to compare prices easily and enjoy the convenience of purchasing with immediacy.123

However, this transition introduced distinct challenges for fashion retailing:

Inability to Try On: Unlike traditional department stores, online platforms prevent customers from trying on garments prior to purchase, which complicates the consumer decision-making process.1
Logistical Demands: The shift to digital commerce necessitated the development of specialized facilities and infrastructure specifically designed to manage the increased volume of clothing returns and exchanges.1

Ultimately, these changes have forced the industry to adapt its marketing and merchandising strategies to address the unique behaviors of digital consumers, who now navigate a complex landscape of both physical and digital shopping experiences.13