I think another miscalculation they’ve made is that shopping is also partially a social activity. Grab some friends, go shopping, make some impulse purchases, have lunch, catch a matinee, and so on, is much more than just “buying stuff”.
via WSJ:
Nike and others are selling through traditional retailers they once shunned
When Nate Checketts co-founded men’s sportswear brand Rhone, he asked other founders of online startups what their biggest regrets were. Their answer: waiting too long to sell their goods in department stores and other traditional retailers.
h/t AzelusComposer