Clothing chain The Limited is closing all of its 250 U.S. stores, joining PacSun, Aeropostale, and American Eagle in the steadily growing list of retailers falling victim to fast fashion. However, the company will continue operating its e-commerce business, pointing to the ray of hope digital can offer struggling retailers.
The pivot to digital from brick-and-mortar has worked for other apparel companies. As The Limited struggled to maintain its retail presence, rival Chico’s became one of the largest upward movers in L2’s Digital IQ Index: Specialty Retail. The brand earned a Gifted ranking in the study due to a revamped site that emphasizes curated and shoppable content (e.g. a blog with content that links to product pages on the company website). If The Limited is going to succeed, the brand will need to employ similar tactics. Rather than simply selling its products online, the brand will need to turn its site into a digital destination.