Skip to main content
BoF Logo

Agenda-setting intelligence, analysis and advice for the global fashion community.

How Brands Can Make It Easier for Consumers to Shop Everywhere

Linking online and offline selling channels increases the odds of turning fickle shoppers into a loyal following.
Leo Lin's showroom
Digitally native Australian womenswear label Leo Lin's conversion has increased 30 percent since it opened its showroom in Sydney in January 2024. (Leo Lin)

The gap between in-store and online shoppers is smaller than ever.

Please sign in to ensure you can read our agenda-setting intelligence, analysis and advice. Or get in touch at support@businessoffashion.com if you experience difficulties.

Further Reading

Case Study | How Brands Can Balance DTC and Wholesale

Emerging and established labels today are realising they can’t be exclusively DTC or wholesale. What’s essential is to strike the right balance of both. To do that, brands are streamlining retail partners, better curating products for different channels and leveraging the individual strengths of wholesale and DTC to bolster their sales and profits in each.

Why Some Fashion Brands Are Embracing DIY E-Commerce

With rising competition to acquire and retain customers online, digitally native start-ups are determining how to strike a balance between developing their own e-commerce features in-house and partnering with external software providers.

About the author
Malique Morris
Malique Morris

Malique Morris is Senior E-Commerce Correspondent at The Business of Fashion. He is based in New York and covers digital-native brands and shifts in the online shopping industry.

© 2026 The Business of Fashion. All rights reserved. For more information read our Terms & Conditions

More from Direct-to-Consumer
How direct-to-consumer brands and retail concepts are reshaping the industry, online and off.

Can Quince Be More Than a Dupe Brand?

New partnerships with A$AP Rocky and celebrity stylist Erin Walsh signal the retailer’s ambitions to be known for more than selling less expensive versions of other brands’ products.


view more
Latest News & Analysis
Unrivalled, world class journalism across fashion, luxury and beauty industries.
VIEW MORE
Agenda-setting intelligence, analysis and advice for the global fashion community.
CONNECT WITH US ON