Despite the continued growth of e-commerce, physical stores remain essential for fashion and tailoring businesses, as customers still want to see fabrics, try on clothes and receive personalised advice before making a purchase, according to the founder of Stitch by Salma. Umme Salma told Gulf Times that the fashion industry is increasingly embracing a hybrid retail model that combines the convenience of online shopping with the personalised service offered by physical stores.“We have adopted a hybrid approach that allows customers to enjoy the ease of digital shopping while still benefiting from the personalised service that fashion retail and tailoring require,” she said. Customers can browse collections, make enquiries, place orders and communicate with the boutique through social media and messaging platforms, making the shopping experience more accessible and convenient.At the same time, she said that Stitch by Salma continues to invest in its physical store, where customers receive styling advice, fabric guidance, measurements, fittings, alterations and after-sales support. Salma said these services remain difficult to replicate online and are among the key reasons customers continue to visit stores despite the rise of digital retail.“Customers often want to see and feel fabrics, assess garment quality, compare colours and evaluate fit before making a purchase,” she said. For tailoring and custom-made garments, accurate measurements, fittings, alterations and design consultations remain essential.Many shoppers also value expert advice on styles that suit their body type, personal preferences or specific occasions. Salma said consumer behaviour has evolved significantly since the coronavirus (Covid-19) pandemic accelerated the shift towards digital shopping.“Today, customers often research products online before making a purchase, even if they ultimately visit a physical store,” she said. “They expect convenience, quick responses, flexible delivery options and seamless communication across online and offline channels.” However, Salma stressed that many consumers still prefer visiting stores for fashion purchases.As a result, businesses that successfully integrate online and in-store experiences are best positioned to meet changing customer expectations, she added. Salma also noted differences in shopping preferences between younger and older consumers.Younger shoppers are generally more comfortable discovering products online, engaging with brands through social media and making purchasing decisions based on digital content and convenience. They also tend to conduct extensive research before visiting a store and expect quick responses from retailers.Older consumers, meanwhile, place greater value on the traditional in-store experience, particularly when purchasing higher-value garments or clothing that requires tailoring. They often prefer to inspect products in person and speak directly with knowledgeable staff before making a decision.Despite these differences, Salma said the line between online and offline shopping is becoming increasingly blurred. “We are increasingly seeing customers of all age groups combining both channels – researching online and completing purchases in-store, or vice versa,” she said.Salma expects online shopping to continue growing as technology advances and consumer expectations evolve. However, she does not believe physical retail will disappear, especially in sectors such as fashion, tailoring and custom garments, where personal service and product experience remain important.“The future is likely to be increasingly omnichannel, with customers moving seamlessly between online and offline touchpoints,” she said. To prepare for this shift, Stitch by Salma is strengthening its digital presence while continuing to invest in its store experience, tailoring services and customer relationships. Salma also highlighted challenges facing established retailers, particularly the rise of unregistered online sellers operating without commercial licences, regulatory compliance or the same level of investment as registered businesses.While acknowledging that online entrepreneurship creates opportunities, she stressed the importance of maintaining fair competition and consistent standards across the sector.“Businesses that invest in compliance, quality, customer service and long-term growth should be able to compete on a level playing field,” she said.
