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During the health contingency, protocols were implemented such as the sanitization of garments when they were tried on by customers.
Bershka it is part of the Inditex brand ecosystem, where Zara dominates.
Going to a store for clothes is part of the experience that consumers demand from these points of sale, such as those identified by “Omnichannel 2022. Branża odzieżowa”.
The pestilence of a garment hanging in a store Bershka led a group of consumers to discover how the famous Inditex chain of stores sells “used clothes” by people who, when trying on garments, contaminate them.
Inside of “Study of Electronic Fashion Commerce in Mexico 2021” were aware of the reasons for making a clothing purchase online and 58 percent considered it convenient and practical to shop this way.
“The main reason why Mexicans bought fashion online was that they could have their orders delivered directly to their home, and almost three-quarters (72 percent) of those surveyed indicated that this was their reason for buying. Meanwhile, 63 percent of those surveyed cited deals and discounts as motivation to buy fashion items online. Stephanie Chevalieranalyst of Statistawhen presenting the study.
Contrasting the bad experience documented by a group of consumers when going to a store, with the figures that tell us about the importance of buying clothes online, deteriorates the spirit of going to physical stores, especially when the video that shows it has more than two million reproductions.
And it is that until 2021, consumers said that they could go to a physical store, because 50 percent of them touched and felt the products before buying them; while 33 percent enjoyed the experience at the point of sale.
It is interesting to see that the main reason why a consumer goes to a store is the same reason why a pestilential garment has been discovered in Bershka.
Used clothing at Bershka
@iseuul reported on TikTok, the moment when they smelled a garment and discovered the smell of it in the armpit area, so when discovering the smell, the consumers were disappointed and gave the store the worst promotion, about the risk of wearing garments and how garments are compromised when consumers try them on.
@iseuul perfect for a new year’s eve party #bershka ♬ original sound – iseul
Users like Andrea Girbes revealed that this bad experience happened to her with clothes like a Bershka bodysuit, “and it wasn’t the armpit that smelled”.
“That’s why I buy online, so I know they haven’t used it”, commented other users and this marks an antecedent of why the online shopping trend is on the rise.
The bad experience with the purchase of a garment in Bershka discovering how garments are violated and purchasing trends such as buying clothes online are motivated, is part of a phenomenon that has spread in the market with cases like those denounced not only in apparelalso in supermarkets, as occurred in a Soriana in Mexico City, when a consumer documented the presence of a rat in the vegetable area of a chain store.
Consumption in physical stores has negative details in apparelwhere the challenge in consuming is determined by valuable resources, such as the experience that changes permanently.