The need to gain a competitive advantage, move into new markets, and better relationship with customers has led to adoption of new business models. The most significant models are online platforms and the Brick and Mortar stores. Under online models, there is an emphasis on the use of the Internet for marketing and selling of products. It is an ideal method of making inroads in other regions and lowering operational costs. Amazons, Bonobo,eBay,and Alibaba are some of the giant retailers that have successfully adopted this model.

Figure 1: Bonobo Brick and Mortar Store

Conversely, there are also other businesses that are still inclined to the Brick and Mortar model of businesses. It is a traditional approach that focuses on the creation of physical structures. This form of business has been in existence for many years, until recently when it was threatened by technological innovations. However, despite the success of online retailers such as Amazon and Bonobo, there are efforts to advance physical stores as it is the case with the Brick and Mortar. The argument behind the trend is that businesses need to create better relations and contact with customers.

In most cases, online platforms do not have physical contact with customers as most of transactions are done via phone and Internet communications. After visiting the Bonobo store, I realized that it is challenging to launch a successful brand while just depending on online platforms. In the case of the fashion industry, customers often need to feel the texture of materials as well as fit in the cloths (Grewal et al. 2018, 90). Moreover, many fashion brands have minimum differentiation implying that online searches do not always yield the intended results. The missing link between customers and Bonobo management can be defined as being one of the reasons behind the establishment of new traditional stores.

Figure 2: Integration of online features and Brick and Mortar store

Through opening of physical stores, Bonobo seeks to boost the awareness level of its products and foster positive relations with customers. While online platforms are regarded as being ideal in pushing brands in a vast region, I noted that traditional stores have an increased advantage in creating a large pool of loyal client base. Selling products such as jewels, eye wear, and clothing is dependent on appeal (Cao and Hien, 2018). There is more appeal on traditional stores as opposed to just listing products on online platforms. Brick and Mortar stores also contribute to efficient functioning of online stores as they serve as delivery and picking points for goods.

Despite the changing market landscape, operations of major fashion outlets such as Bonobo indicate that Brick and Mortar model of business still has a central impact on the success of the fashion industry. The argument rests on the fact that Bonobo is keen on increasing awareness levels of its products as well as foster better relationships with customers.

It is worth noting that, after visiting the store, I gathered more information than I would have done on online platforms. I checked on the quality, size, pricing, and appeal of clothing. There is also the option to fit clothes, interact with the sales team, and make other inquiries. Lastly, the model also gives Bonobo an ideal platform to take part in community initiatives that are positively shaping its public image. It implies that online platforms function better with the existence of strategically placed Brick and Mortar stores.

References

Cao, Hien. “The growth of e-commerce and its impact on the fast fashion retailers.” (2018).

Grewal, Dhruv, Scott Motyka, and Michael Levy.”The Evolution and Future of Retailing and Retailing Education.”Journal of Marketing Education 40, no. 1 (2018): 85-93.

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