It was clear pre-COVID the need for digitally native brands to open brick-and-mortar stores, the trend was defined by the experts as 'click-to-brick', brands like: #allbirds, #away or #naadam have physical presence as well.
Here is the question: still make sense under the 'new normal'?.
Let us evaluate based on the two main benefits: (1) Reduction of returns (improving profit / increasing inventory efficiency): as we see as markets are opening, customers are using stores more as a point of distribution (pick-ups, returns or changes), they are 'short' transactions with less exposure and limited risk. In this case the 'new normal' increases the benefit of this factor. (2) Improve all relevant brand KPI (customer loyalty): With the exception of certain product categories, most of the fashion products have been affected by COVID, on and offline. The positive of becoming #omnichannel today is that you increase your sales potential. 'Online-only-brand' do not lose your focus, find a #retail expert to bring your brand to the physical world. Look at #hio as a good alternative: higher foot-traffic, efficient sharing customer data, low investment or fast roll-out are some reasons.