This is the third post in Michelle’s three part series on online versus brick and mortar retail in the fashion industry (be sure to also check out part one and part two).

Retail success in the 21st century is all about the internet, right? After all, we spent the first two parts of our series examining ways brick and mortar mainstays have integrated the web experience into their stores and how independent labels go about expanding their online presence and launching an online store. Surely retailers that have struck this balance between their physical and virtual businesses have got the whole landscape mapped out? Not so fast. Official statistics and anecdotes from everyday shoppers point to a new frontier that must be conquered. Mobile technology has the capacity to be a major driver in the retail industry, allowing consumers to bring the Internet with them into any store they choose. But what’s the best way to make use of this technology? Angie, Greg and I sat down to brainstorm this very question, and as we soon discovered, an effective mobile strategy isn’t something you can just phone in.

Statistics out of both the U.S. and Canada make it clear that retailers have good reason to pursue mobile options in the years to come. Data published on EMarketer.com suggest more than 50 per cent of U.S. consumers are already turning to their smart phones to assist with their retail purchases – a hefty client base, considering the nation’s smart phone users number around 73.3 million. The figures are lower in Canada, but still hint at formidable marketing opportunities for the savvy retailer. The Canadian Wireless Telecommunications Association recently reported there were about 25 million mobile phone users in the country, with a third of them using smart phones. Both studies also highlighted a growing willingness to experiment with mobile technology, suggesting companies that come up with innovative ways to tap into that interest could be reaping the rewards in short order. But what’s the best way to do that? We have only theories at this point, but we all believe retailers will be faced with another tricky balancing act – figuring out exactly what mobile tools to offer their customers without sacrificing their own interests.

If Angie, Greg and I are any measure of what the typical customer wants in a mobile strategy, the freedom and flexibility to share will be key. We all use our phones to take pictures of items we want, either for future reference or to share with others. Some, like Angie, may like to advertise intriguing finds on Twitter or other social networking sites. I take pictures mainly to seek feedback from the more style savvy, a process made even easier with tools like the YLF iPhone app. Many stores today have a no-photos policy, but the ones that encourage customers to take and share photographs would create an inviting retail atmosphere and likely cash in themselves. Maybe stores could urge shoppers to send their shots to in-house style consultants? Broadcast them to friends who happen to be in the area? The possibilities are endless for the retailer that embraces them.

Mobile phones also seem designed for the bargain-seeker in us all. With the whole Internet accessible from the phone, a simple Google search will enable discerning customers to see if the item they’re thinking of buying is on sale down the street for 30 per cent off,  or available online for even less. Most products have some sort of bar code, and mobile applications like Red Laser for the iPhone allow users to scan the product and immediately find prices from several competitors. Great for consumers, but scary for retailers, especially brick and mortar retailers who are competing with lower-overhead online alternatives.

Applications present another dilemma for retailers: Do they need their own app? Stores like H&M and Zara have introduced their own mobile programs, which would no doubt appeal to shoppers who are already loyal to those brands. If every store follows this path, however, retailers run the very real risk of overloading and even alienating their customers. Do consumers really want to download an app for every store they plan to visit? If they’re selective about their downloads, will they be ignoring retail options they might otherwise have considered? What content do customers want to see in a store’s mobile application? These questions have no easy answers, but retailers would be well advised to start making educated guesses if they hope to stay competitive.

Retailers will also have to be careful not to let mobile technology become a meaningless gimmick used solely to lure customers through their doors. These three shoppers, at least, would like to see some value in using mobile technology in stores. Sites like groupon.com have primed customers to troll the internet for discounts – perhaps retailers could adapt this technology to offer exclusive bargains to those shoppers who come armed with smart phones? Stores could take this one step further and tap into location-based social networks, such as Foursquare and Facebook Places, to offer time-sensitive promotions to people in the area.

Retailers can take advantage of Google “wallet”, technology announced just last week that will allow shoppers to pay for their purchases using only their phones. No more cash or credit cards, just tap your phone on a reader and you’re done. Some may wish to offer mobile-based loyalty points to supplement their existing incentive programs.

If tech-savvy retailers play their cards right, the world of mobile customers could truly be their oyster. While the phone is bringing many scary changes to their business, it also brings so many interesting new ways to interact with you, their customer. What’s your take on the role of mobile technology in the retail environment? Are you excited by the possibilities, or does the whole thing leave you feeling overwhelmed? Which ideas resonate with you? Have you got some of your own? If you use a smartphone, what are your favourite apps while shopping?

Michelle McQuigge is a Toronto-based journalist working as a reporter and editor at The Canadian Press.  You can follow her on Twitter.

It’s easy to pop necklaces into a pretty jewelry box, but that doesn’t work for me because I’ll forget about them and just not wear them at all. As a person who wears necklaces regularly, I find that it’s important to keep my everyday necklaces visible. Necklaces for special occasions that don’t get much wear can be stored away. I will remember to wear them when the time comes.

I’ve found that keeping my everyday necklace collection in our small walk-in wardrobe right next to my clothes is ideal. As you can see in the photo, I hang them on a simple rack of hooks that Greg attached to the wall. That way I can grab a necklace in a sec, look in the mirror that’s a few feet away and get on with my day. They stay fairly untangled and protected this way.

These are ALL my necklaces apart from a few very valuable pieces that I keep boxed in a safe place. It might surprise you that some of these necklaces are not costume jewelry, and yet I store them in this fashion. I see no point in keeping them boxed and extra safe because my necklaces are there to be worn, admired and enjoyed.

There are many variations on this theme that work for my clients. Some hang their necklaces on nails in the bathroom. Others hang them on hooks on the inside of cupboard doors.

Necklace trees (like forum member MaryK’s example on the right) are another great idea if you keep them on an easy to reach counter space close to the dressing area. One of my clients drapes her chunky necklaces on the corner of an antique mirror and it looks quite attractive. Another hangs her funky necklaces on fancy hooks, lining them up across a hallway wall. Creative and decorative!

I also have a client who wears daintier jewelry, and she keeps her rather large necklace collection in clear plastic boxes with sectioned compartments. So one necklace for each compartment. She keeps them on a visible shelf in her cupboard where she sees them each day.

Over to you. How do you store your necklaces?

Summer is almost here! Although Autumn is my favourite season, I am definitely getting into that carefree Summer mood and my clothing choices reflect it. I wear fewer layers, softer fabrics, brighter colours and lots more white.

This outfit is a twist on my “go-to formula” for mild weather (skinnies, soft boxy blouse and low heeled pumps). I usually wear blue, black or white skinny jeans and any colour that tickles my fancy on top, either bright or neutral. This time I’m wearing brights both on the top and bottom.

I recently bought super soft coral jeans. There was only one pair left that happened to be my size, so I took it as a sign that they were meant to be mine. The hems were originally rolled up “boyfriend style”, which is not my thing. So I unrolled them to long length and instantly fell in love. They look super, but more predictable, with crisp white and cream tops. So instead, as a nod to this season’s bright colour blocking trend, I’m having a ball matching my coral jeans with citron and turquoise blouses. Team Low Contrast and Team Neutral, keep your shades on for these combinations. I get that they are overwhelmingly bright for your senses.

The outfit is clean and simple with no bells or whistles. The colours and luscious fabrications are what make it interesting. The blouse is drapey and boxy, and personally I love that vibe. I find it modern and no-nonsense, which are aspects of my persona I like to reflect in my clothing.

I moved over to Team Matchy Matchy for the handbag. I received it as a gift recently and I want it to come out to play as often as possible. Gold accessories were the way to go with the warm coral tone of the jeans. I originally wore my Mum’s gold medallion because it feels right with everything at the moment, but Greg preferred the champagne pearls and that was that.

The shoes, Boutique 9’s Bailar, are also new and a total revelation. For many reasons, my feet don’t enjoy wearing sandals and as a result, I prefer to wear closed shoes sans socks in the summer. I found these peep toe booties and was instantly drawn to the colour and sturdy two inch heel. I usually don’t wear peep toes, but the leather on these darlings is so unbelievably buttery that they aren’t cutting into my flesh, AND they cover a good portion of my long toes. The closed integrity of the shoe is ideal for my bony and constantly cold feet. This may sound absurd, but these shoes have become my new Summer sandals. They work with just about anything and have made the 4-hour walking mark no problem. I have high hopes that they will become 8-hour shopping shoes.

My better half was especially complimentary about this colour combination, which, coming from someone who is one million percent on Team Neutral, was quite a treat.

We’ve had a Facebook page for some time, but we definitely haven’t been using it to its full potential. In the last few months we started using the Facebook photo album to post photos that we didn’t use in the blog. Although they were outtakes, they were often our favorites because they represented a funny or memorable part of the photo shoot.

When we saw people commenting on these photos we started to wonder what else we could do to support YLF from Facebook. Our primary assumption has always been that most of our readers and members would want to keep their Facebook and YLF worlds separate, but maybe that isn’t true. Or perhaps it is changing over time.

So we thought we’d just ask you for your opinion. We have created a very short and simple survey and we’d love to get your input. Note that your survey answers are completely anonymous.

Also, rest assured that if we do ever decide to offer more Facebook integration on YLF, it will always be completely transparent and optional.

Here is a link to the survey: YouLookFab and Facebook.