Strategic Adaptation of Brick-And-Mortar Apparel Retailers in the Digital Era: Practitioner Perspectives from India

Abstract

The quick expansion of e-commerce has significantly altered the retail landscape in India, compelling the traditional brick-and-mortar retailers to re-evaluate their competitive strategies. While several studies have examined the phenomenon of online shopping from the consumer's perspective, relatively few have explored how experienced retail practitioners perceive the potential convergence of digital and physical retail formats, particularly in the Indian apparel sector. This study addresses this gap through an exploratory qualitative approach based on in-depth interviews with two distinguished retail experts: Dr. Nalli Kuppuswamy Chetti of Nalli Silks and Mr. Vejay Anand, an apparel retail and brand management specialist. Interview data were analysed using thematic analysis to complement qualitative interpretation. Four major themes emerged that include a) e-commerce as an inevitable strategic reality, b) the continuing competitive advantage of physical stores, c) strategic adaptation through omnichannel integration and technology adoption and d) customer-centric coexistence as the future of apparel retailing. The findings indicate that e-commerce should not be viewed in isolation from physical storesl but as a channel that complements the retailers to develop integrated, technology-enabled, and customer-focused business models. The study contributes to the growing literature on omnichannel retailing by offering practitioner-derived insights from the Indian apparel industry and proposes a conceptual framework explaining how strategic adaptation enhances customer experience and sustainable retail competitiveness. The findings provide useful implications for retailers, policymakers and researchers seeking to comprehend and predict the future of apparel retailing in emerging economies.