This eventually means that traditional retailers will have to sell their products at higher prices because of the higher costs of starting up the business. This means that the fashion products customers who will be price conscious will prefer to buy products from online retailers rather than buying the products from traditional retailers (McCue, 2004, p.The other factor is location and it is important to note that while traditional retailers will force the fashion product customers to go to their geographical locations, the online retailers have an edge because the customers will not need to go to the geographical location for the products. The online retailer has an advantage because the convenience of not travelling means that more customers will be willing to buy from the online retailer (Rapoza, 2001, p. Another important aspect is the fact that the online retailer can serve clientele from different geographical location so long as they customers have access to the internet. This means that the online retailer has an added advantage because many clients will prefer not to travel over long distances for their products because they can simply order their products with a few clicks of the mouse (Mann, 2008, p.Communication is also another important aspect that needs to be considered by both the retailers and the clients. While it can be very simple to communicate with a customer face to face on the part of the traditional retailer, it can be very complicated to communicate with a customer over the internet. Online shopping can prove to be very expensive for both the customer and the client because of the communication charges where the customer will have to interact with the retailer. Online Shopping Buyer Behaviour in Fashion industry.
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