Michelle is back for a three-part series on online versus brick and mortar retail in the fashion industry.

How does success sound to the fashion destinations we love? Is it the clink of our cash in their tills or the click of our mouse buttons that helps them stay afloat? What will they be hearing more of in the years to come? This three-part series will explore the answers to those questions, which aren’t as straight-forward as you might think!

Traditional brick and mortar stores have long been the bedrock of the global retail industry, and fashion was no exception. Present-day giants such as Nordstrom and Macy’s began life as standalone specialty shops that expanded to accommodate their growing customer bases. Physical stores are still key features of a typical retail business model, but the ascendance of online shopping and mobile technology has forced some retailers to reevaluate their strategies.

It’s a wise and lucrative decision. Online shopping is a well-entrenched economic driver, according to data from the U.S. Department of Commerce. Revenue from electronic retail business surged nearly 15 per cent to $165.4 billion in 2010, the department said. Analysts with eMarketer.com predict the trend of double-digit ecommerce growth will continue for at least the next three years, only starting to slow in 2015.

Most major retailers are well past the point of launching an online sales division, having run successful websites alongside their brick and mortar businesses for years. The current challenge stems from the need to integrate the two approaches – to find ways of keeping customers engaged by uniting traditional business approaches with modern innovations. For most retailers, technology will be the key to resolving this dilemma.

At last month’s Global Retailing Conference in Arizona, Macy’s Inc. chief executive Terry Lundgren made it clear his company planned to move forward by introducing elements of the online shopping experience into its physical stores. While delivering the conference’s keynote address, he identified mobile technology as the key innovation that will help bridge the two business approaches.

Products in Macy’s stores now feature Quick Response (QR) bar codes on some of its products. Customers can scan those codes with their phones and immediately access online content about the products. These include videos from designers explaining details of the item or brand they’re considering.

“I love the idea of using technology to bring the personalities of our designers to customers inside our stores,” Lundgren told the conference. “This is a perfect example of how we make the in-store experience reflect some of the benefits you get when you shop online.”

Mobile innovation is being put to a different use at Wal-Mart Stores Inc., though with the same goal in mind. Ecommerce vice-president Raul Vazquez told the conference the company is developing way-finding technology, which would allow customers to use their cell phones to identify where a product is located in the store.

Like Lundgren, Vazquez stressed the importance of reproducing the online experience in brick and mortar stores as much as possible, arguing the Internet has raised the bar for both customer service and satisfaction.

“Consumers today, when you ask them what their favorite retail experiences are, they list online companies,” he said. “One could argue it is a superior customer experience online.”

The internet has also become an increasingly crucial arena for corporate marketing efforts, Lundgren said, adding social media has provided unique opportunities for direct communication with its customers.

The Company used Facebook to run a successful contest, offering a $1 million makeover with Clinton Kelly to the lucky winner. Another initiative saw Macy’s releasing a video on YouTube, which featured Martha Stewart working her magic on a filthy fraternity house.

Such initiatives help expose customers to the Macy’s brand, Lundgren said, adding they don’t come cheap.

The company’s digital advertising budget grew from zero to $120 million in the past three years, he said, adding that sum will continue to rise for the foreseeable future.

“You can’t do just one new technology, you have to look at all the options and at the same time, focus on your brand and message,” Lundgren said. “The more we can make our stores as interesting as our online experiences, the more we are going to benefit in the future.”

If well-established online brands have to work to maintain their businesses, imagine the challenges for a company that hasn’t yet gained a toehold in the bustling ecommerce landscape! Next week, find out how one YouLookFab favourite brand intends to conquer the web.

In the meantime, let us know what you think. What do you look for in an in-store shopping experience? Do you like the idea of merging brick and mortar shopping with the online world, or do you want them to stay separate? Have you seen any of these or any other merging strategies in action?

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

Fellow fashion stylist Karen and I are both very passionate about correct pant lengths, especially when it comes to jeans, trousers and cropped pants. The length of these items can make or break an outfit through their impact on the perceived leg line.

So I was delighted to share my thoughts on the most flattering lengths for straight leg jeans, ankle length pants, cropped pants and bermudas. You can check out the interview with visuals on StylebyKaren.com. Cropped pants, capris and bermuda shorts are big for Spring and Summer. If creating a longer leg line while wearing these items is a figure flattering priority, you’ll find the information useful.

Thanks Karen! I thoroughly enjoyed yakking about perfect pant lengths with you.

This post was sponsored by Karen Kane, but the opinions are 100% my own. You can follow Karen Kane on Twitter and Facebook.

I was delighted when Karen Kane asked me to review some items from their on trend, 70’s inspired Summer 2011 collection. It’s no secret that I am a fan of their merchandise — I’ve sung their praises many times on YLF. I’ve even interviewed the lovely and talented Karen, and each season my clients and I continue to be drawn to her merchandise. Still, I’m a pretty tough critic when it comes to product reviews because I have worked with garment manufacturers, spent time on factory floors, and I’m a stickler for fit and quality.

I’m “a dressy woven gal” who prefers geometric patterns. So in two secs I’d selected the black Bermuda Shorts ($79), the ivory Beaded Smock Neck Top ($139), and the Sleeveless Asymmetric Hem Dress ($109). Two woven separates and a knitted dress are a nice item mixture to pop through their paces. The items also serve as a good basis for a casual traveling capsule.

Before I fit on garments, I assess the quality of the fabric and workmanship off my body (old fashion buyer’s habits are hard to break). I hold them up and shake them about to check the drape. I tug at the seams to check for seam slippage. I feel the weight and texture of the fabric. I look at the pocket construction and at the finish of the inside seams. I also look at the hems because a badly finished hem can totally ruin the look of a garment. Upon inspection, all three garments passed my test. Onto fit, silhouette and styling.

The fabric of the bermuda shorts is thick and substantial. Love that. Their spandex content makes them extra comfy. I found the fit superb with ample rise length, no whiskering and no need to alter the waistband. The tapered leg silhouette and length are flattering and versatile. I am usually not a fan of side entry pockets, and prefer slanted front pockets or welt pockets. But these lie flat against the body, and only pouf out a little when seated, so I can live with them. In my first outfit I dressed up the bermudas with a billowing pussy bow blouse and low heeled mary janes. But truly, I can wear them with all my shirts and blouses (tucked and untucked), plenty of my jackets, the odd cardigan, flats and higher heels. I’ll even pair them with boots in Autumn. I highly recommend these made in the US bermuda shorts, which are machine washable and available in several colours.

The ivory beaded smock neck top was the item furthest outside my style comfort zone because of it’s casual bohemian flavour. Well, to my surprise I absolutely love this blouse. It’s my favourite item of the bunch. The fabric is a soft cotton-silk blend that’s ever so dainty, romantic and pretty. It’s boxy, but the fabric collapses back onto the body, which makes all the difference. I don’t feel like I’m wearing a tent. The silk component strengthens the cotton component and adds lustre to the look. I adore the sheerness of the blouse and the way a camisole adds an extra dimension to the silhouette. It’s breezy but covered, a tough combination to find in a retail world obsessed with low cut necklines and cap sleeves. I would not have loved this blouse nearly as much sans the beaded embellishment, which for me, makes dry cleaning a completely worthwhile expense. I like the blouse best tucked into belted jeans with a bloussoned effect. But you can wear it out over slim fitting bottoms and bootcuts, or belt it at the waist.

The final item, a sleeveless asymmetric hem dress, is as comfortable and as easy to wear as it gets because its knitted, fit-and-flare and machine washable. Throw it on with a pair of cute shoes and Bobs your Uncle — you’re ready for the day. It’s weighty rayon/spandex fabric content allows it to drape effortlessly over the contours of the body without the cling. No cleavage or bra exposure challenges either. The asymmetric hemline is interesting, arty and flattering, exposing just the right amount of leg on the short side. The dress also gracefully covers the legs while sitting down. It has to be very hot for me to wear this frock sleeveless though, because I run really cold. My denim jacket layer allows me to wear it here in Seattle, so I’m sorted. I’m wearing flats, but heels or wedges will also work.

Add a fedora or straw bag to further dress down the outfit. It’s a versatile dress that will take you just about anywhere if styled appropriately. Genius design.

I’m really pleased with these items from Karen Kane for many reasons. First, the quality of the fabric is good value for money. I have zero tolerance for fabric quality issues and with a Karen Kane garment, I just know I’m off to a good quality start, especially after the laundry process. Second, the items can be remixed with many pieces in my wardrobe. These three items form the basis of a practical warm weather and relatively casual travel capsule. Add in a few bridging separates and I’m packed for my trip. Third, the prices are reasonable. And finally, the styles are fairly ageless. I’d say that’s brilliant all round.

Giveaway

Karen Kane is generously giving away a $200 Styling Day and we’ll be launching the competition this afternoon. Be sure to check YLF’s competition section for details.

Update: The new Karen Kane competition is now live.

If you don’t live close to a retailer than sells Karen Kane, not to worry. You’ll win a gift card that you can spend on whatever tickles your fancy. The competition will be open to everyone, and don’t forget that Karen Kane sells plus sizes too.

In the meantime, which of the outfits in this post do you like the best, and why?

Connecting with Karen Kane:

• Website
• Facebook
• Twitter

It has become YLF tradition to dedicate a blog post to my late Mum each year. We had a close relationship. It’s also 11 years ago this month that she passed away, and I still think of my Mama many times a day.

My precious Papa lives alone in the Netherlands and keeps an urn with my Mum’s ashes on his nightstand, along with several photographs from their happy 40 years together. Among them is the photo (right) of Mama at age 20 in 1961. She was modeling for a Dutch department store in the Netherlands at the time, wearing a typical outfit for that era —  very full midi skirt with multiple petticoats and belt, shawl collar blouse, and pointy toed stilettos.

When I was very little I would stare at this photo and think Mama looked like a princess. Back then, all I wanted to be was a mini version of my Mum, so I vowed that one day I’d wear a similar outfit and feel just as fab. Well, it’s taken me 40 years to get here. I don’t look as glam as Mama, and my blouse and skirt are not identical, but the feeling is the same.

In love with the trend, my eyes have been peeled for the perfect midi skirt. This Diane von Furstenberg skirt completely fit the bill. The colours are happy, the fabric sublime, the quality impeccable, and the drape superb. It’s made of several intricate pieces. My word! The pattern maker is genius.

I’m wildly excited about my new midi because I can wear it in so many ways. But what tickles my fancy most, and what warms my heart the most, is wearing it in a way similar to Mama’s outfit in the photo. So on went an Anne Fontaine blouse, pearls and my red Kate Spade party shoes. Gold was Mama’s only choice of metal, making the gold watch and wedding ring a no brainer.

It’s hard to conceptualize that I’m twice the age Mama was at the time of the photo. I still feel like I’m her little girl. I also recently realized that my love for blouses, button down shirts, dresses, pearls, handbags and all things elegant, glam and polished comes directly from her influence. I think of Mama every time I purchase items along these lines, and it is a very comforting feeling. As the years go by I worry about forgetting Mama and not thinking about her as often as I want to.

Mama, as you look down on us from your fluffy white cloud with our beloved Jasmine, know that I miss you every second of the day. You will always be my most important style inspiration. Without your guidance, my passion for fashion and style might not have blossomed. You led by example. You taught me first how to look my best and feel beautiful, which are thoughts and perspectives that I now pass along to others in my role as a fashion stylist. Having YLF and devoting my work life to fashion and style has definately kept your spirit more alive in me.

But  sadly Mama, nothing can replace the real time that we had together. How I wish I could shop up a storm with you right now. No doubt about it, you’d be a very stylish 70 year old, still trying new trends, yet working your own unique classic and glam look into the mix.

Since you aren’t physically here, I do the next best thing, which is shopping with you in my thoughts. I look at items that I think you might like, that I’d purchase for you, and that you’d purchase for me. Sometimes I purchase an item just because it especially makes me think of you. Like my new midi skirt. This might seem crazy to some, but it makes complete sense to me. See Mama, you’re just always in my head and heart. And I wouldn’t have it any other way.

We at YLF wish all Mums a very Happy Mother’s Day on Sunday.

See more photos and outtakes in the Facebook album we created for this post.