Apparel Stores Can Survive the 'Retailpocalypse.' Here's How Some of Them Are Innovating

80% of purchases happen at brick-and-mortar locations

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The Limited. Wet Seal. Payless ShoeSource. BCBG Max Azria. Claire’s. Nine West. Toys R Us. Brookstone. The list reads like a directory of a mid-aughts shopping center. But in actuality, they’re just a few of the latest casualties of the so-called “retailpocalypse.”

The term might feel hyperbolic, but with new stores frequently announcing closures or bankruptcy filings, the state of the retail industry (particularly the brick-and-mortar brands that once felt like staples) often seems, well, apocalyptic. But according to a June 2018 study of 1,500 people by international management consulting firm Oliver Wyman, the pivot to ecommerce may not be as intense as consumers might assume, particularly in the apparel sector.

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This story first appeared in the September 3, 2018, issue of Adweek magazine. Click here to subscribe.