The showroom model: will brick and mortar stores carry inventory in the future?

It may seem counterintuitive for pure online players to venture into physical retail, considering how brick and mortar stores are struggling (Credit Suisse predicts 25 percent of all US shopping malls to close by 2025, while the UK high street is having its worst period since 2013). Yet, that is exactly what prominent e-tailers are doing. Investment management company JLL forecasts digitally native brands to open about 850 stores over the next five years in the United States alone -- and fashion retailers are the most prone to transition from clicks to bricks.