Retail Doctor Group chief executive Brian Walker told SmartCompany the idea has potential, but only time will tell if it’s ultimately successful.
“It’s an interesting idea, compliments on the initiative, but the jury is out.
“Theoretically very clever, but I’m not sure it will satisfy the basic human needs. People go to physical stores to enjoy the experience, talk to staff and have the tactile experience, and unless its research shows otherwise, I think people also want some level of instant gratification,” he says.
Walker says the move puts “a lot of faith” in the online model.
“Online at this stage is predominantly a research tool. It certainly has a part to play in fashion purchases, but it still only makes up 8% to 10% of total sales, so this kind of online model could possibly be a little early,” he says.
Walker says the success of the venture depends on a number of factors.
“I’ve got questions around their merchandise mix and target market and I also haven’t seen many pilots of this concept around the world. But I admire the initiative, and in their favour is that it is a very well-known brand.
“The clever thing is it’s also not carrying much margin in inventory. Depending on the lag between order in the store and delivery, there is the possibility they could make garments to order – the economics could be very attractive,” he says.
Gowty says shipping time to customers is dependent on their location, but if they live in Melbourne items are delivered in around two days.
Looking forward, sales are expected to continue increasing, Gowty says.
“The first month was great and the second month was even better and we’re on par to increase sales again this month,” he says.
At the moment, Fletcher Jones is sticking to its traditional clothing merchandise aimed at the 60 years and up male market, but in summer it’s looking to shake things up.
“We’re pretty happy with where the product range is, but we’re looking at some different things. In summer we’ll have some polo shirts and some different weighted shorts which will be new and exciting,” Gowty says.
