It is not for nothing that Savile Row is close to the heart of London's banking and business sector. Yet today we live in the age of the internet. Many store owners are wondering why they pay the exorbitant rents (plus insurance, electricity etc) for stores in expensive business districts. Why not move your store to somewhere less expensive and compensate for the lack of exposure by spending more on a better website?
Some store owners argue that casual walk-ins are rarely a source of quality customers these days. The best clients are the ones off the internet, who know exactly what they want. That raises the question as to whether the old fashioned flashy storefront is even necessary.
Some have even started to ask themselves if it is better to buy a large home in a nice district and build a workshop into it. It has always been something common in Italy anyway. Instead of paying for a flashy store on high-street why not spend a bit of the money you save by hiring a more upmarket web designer? Your website then functions as an electronic storefront to give you exposure where it matters most.
Remember, though, as my web designer friend warns me, you get what you pay for when it comes to web design. Many older firms trying to enter the digital age make the mistake of trying to do it on the cheap because they don't take it seriously. Many old print media firms, I am told, are making this mistake, which isn't being made by digital native business models.
Anyway, this is a controversial subject over which I have had a few lively conversations. Thoughts? Comments? Suggestions?