In Sweden today, the consumers have the opportunity to use the different sales channels; physical store, online store and brick and click, a combination of both. For the past decade, the use of ecommerce has spread tremendously and the fashion industry is one of the top three industries in this category. This, together with the growth of technology, have created new opportunities for consumers during their online shopping. The purpose of this study is to examine the differences between consumers who use physical store, online store or both. This study aims to look into consumers' shopping habits within these sales channels and factors that are affecting them. This study uses a quantitative method with 150 respondents participating in a survey of 16 questions. The respondents consist of women in Stockholm in the age group 15-35. The survey is based on theories of sales channels and consumer buying process.

The results show that respondents shop more frequently in a physical store than an electronic store. The three most important factors, for respondents that are using both channels, are the price, the fit and the quality. The latter two factors are perceived to be more easily evaluated and detailed in a physical store with physical contact. The traditional retailers, who only shop in a physical store, value service and experience the highest. This is one of the main reasons that they do not shop online because the service and experience are different in each sales channels. However, the price, the fit and the quality share the second place. Also, the brand and the width of the supply are of significance since the availability is greater in e-commerce. These two factors, can along with the price, be prime reasons for onlineshopping. Respondents who never shop online consider safety and shipping/delivery process the main reason for it. This study has therefore come to the conclusion that the ideal marketing strategy for consumers is the brick and click strategy. These two combined channels can compensate for each other's shortcomings and thereby enhance the consumer satisfaction. With a combined sales channel, consumers have also the possibility to use both channels in the buying process and adapt their approaches in the different stages according to their needs, which may differ depending on different circumstances.