Rebecca Iacomino and Anna Fam shopping at David Jones, Sydney City / Pic: Brad Hunter Source: The Daily Telegraph
IF you can't beat them - join them.
After watching online shopping websites make huge inroads into their traditional dominance of the retail sector, David Jones has unveiled a brand new online store it hopes will level the playing field.
Customers will be able to take their pick from more than 950 leading international and Australian brands, giving shoppers the choice of more than 90,000 individual items across fashion, accessories and cosmetics.
"For the first time, customers anywhere in Australia will be able to access the breadth of brands you would find in one of our flagship downtown stores," David Jones' group executive of merchandise Donna Player said.
New brands, including Armani Collezioni, Diane Von Furstenberg, J Brand, Kate Spade, Marc by Marc Jacobs, MJ Bale, Nudie Jeans, Paul Smith, Scotch & Soda, Simon Carter and Ted Baker, will also be sold for the very first time.
Rebecca Iacomino, 29, said the online world of retail appealed to everyone.
"It's for customers who are time-poor, customers who like trying on clothes in the store and then buying online. It's even for those just wanting to browse through the latest trends. There's something for everyone," she said.
Her friend Anna Fam, 27, said being able to browse the top brands and designs on her iPad and iPhone would make shopping a lot easier.
"The fact that you can shop anywhere, anytime, is what really appeals to me," she said.
"I'm addicted to shopping. I am sometimes online late at night or early in the morning so this is perfect. An hour at lunch just isn't enough time to shop."
Traditional brick and mortar retailers have struggled in recent years to compete with the growth in online shopping.
NAB's Online Retail Sales report for September found Australia's online retail sales totalled $12.1 billion - equivalent to 5.5 per cent of traditional retail sales - and growing.
The report noted the growth rate for online retail sales continued to outperform that of the traditional bricks and mortar sector, growing by 4 per cent year-on-year.
According to Australian Bureau of Statistics data released this week, while retail sales rose 0.5 per cent, department store sales had slumped by 3.8 per cent.
Retailers could also receive a boost if the government lowers the GST threshold for goods sold online through overseas retailers.
Sales under $1000 are currently exempt from GST, but several experts have recommended the government adopt a lower threshold, as a means of garnering significant revenue, and as a way of assisting local retailers. Almost all Western developed countries have a threshold of around $30.
David Jones has never revealed how much money it makes online, only that online sales make up less than 1 per cent of total revenue.
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