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Comment
Excellent Article! I find many brick and mortar shops getting innovative. Raymonds would be another great example of that. Go to a Raymonds' outlet (not franchises but actual company store) - You don't have to carry the garments you wish to try on. When you select a garment on a tab, it will be in the trial room waiting for you.
But best of all is the laser/sensor based computerized body measurement for your unique customized shirts. Your measurements directly go to the factory and get stitched from your selected garment.
Now that is something online stores would find hard to beat.
Another point that just came to my mind on the same topic, but very different from the first one - Online shops like Lenskart, Zeffo, Urban Ladder, Pepper Fry - they have all entered Brick and Mortar game as well, while trying to fulfil the personalization and experience gap that they are unable to fulfil online . That does speak a lot.