By Vivian Louie Today, technology and fashion have evolved from what they had been in the past decade. The upcoming generation of fashion lovers has a unique voice that demands many more different styles. With the growing dominance of online shopping, people have stopped visiting department stores in malls to buy their denim jeans and cotton sweaters. The hassle of waiting on long lines to ultimately find the item out of stock in-store doesn’t have to be dealt with when searching for the desired product on the retailer’s website and buying it there. As a result, the difference between shopping virtually and in store comes down to one key factor: convenience. With technology and fashion becoming a potent duo, many retailers are seeing that brick-and-mortar storefronts are not as popular as they once were. Many past mall anchors like Macy’s, JCPenney, Sears, and Payless Shoes are closing stores across the country due to lack of business. Some stores like Aeropostale, Delia’s, Wet Seal, and Aerosoles have already filed for Chapter 11 bankruptcy in 2016, and have shuttered numerous outlets in hopes of reconstructing their balance sheets for higher future earnings. So who is to be blamed for the “retail apocalypse” that has been occurring around the world and dramatically in the United States, the consumers or the retailers themselves? The answer is both. Customers are the sources of sales for retailers to stay profitable and commercially worthwhile. But a shopper will refuse to even step into the store to browse the clothes if they don’t match their tastes or budget. That trend is what is crushing businesses like JC Penney, Sears, or Kmart, which have failed to appeal to the style of the younger generations. Conversely, businesses like H&M and Forever21 have succeeded in capturing the hearts of this generation through their weekly updated offerings of new fashions. If other apparel retailers cannot design clothes to keep up with the flippant tastes of this market, they will not succeed in maintaining a powerful brand name or increasing their revenue. “As you know, in fashion, one day you’re in, and the next day you’re out,” is the renowned phrase that Heidi Klum repeats on the show Project Runway; and it definitely encapsulates the current “retail apocalypse.” The customer always knows best, which is why retailers have to make strategic changes now in order to avoid closing their doors in this competitive market.
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