Sure, stores might be reopening in some parts of the country, but there’s still an awful lot of folks who are more than content to sit the mall experience out because of COVID-19. And if that’s the case, should every brand and retailer just throw in the towel and give Amazon all their money?

Well, of course not.

Consumers still want the retail experience, even if they’re not exactly comfortable with shopping in stores, and that makes unboxing even more significant. Brands will spend plenty of money on premium, retail packaging, but they often don’t pay enough attention to e-commerce, and if you can’t create a wow moment in the store, then you’ll need to bring that to their front door. Because if a fashion house can bring the runway to your home during lockdown, then you’re going to need to invest in creating an experience for consumers.