"For clothes it's so important to try things on and see them in real life, so to be in a store is an amazing experience," says Asya Ter-Hovakimyan, who has built a fashion business online called OMNISS.
"There used to be the fear that e-commerce could sound the death knell for the High Street," says retail analyst Natalie Berg, "but we've learned that physical and digital retail can happily co-exist and there is [in fact] a convergence."
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