Not sure I entirely agree with Kathryn Hughes' hotly debated article in The Guardian this week: Shopping is the spirit of the silk route, not the online rut. It cites some strangely elusive research that Americans are falling out of love with online shopping.
Take your rose tinted glasses off and look at the plethora of real-world stores that don’t offer great customer service. The sullen, skinny Saturday girl you wouldn’t want to ask “does my bum look big in this?” or the spotty 16 year old in PC world who hasn’t a clue if the printer you want is compatible with a Mac.
It’s about brand experiences – online or off. There’s no reason you couldn’t create an ambience online that would fit with the lofty ambitions of Mary ‘Queen of Shops’. Net-a-Porter delivers its goods the same day wrapped in lovely tissue paper – it’s like getting a present. Who says that’s not retail therapy?