Online can be overshadowed by brick and mortar
In their article about The Gap CNBC mentioned Athleta, the company's sportswear brand, which has grown to 140 stores from only selling online. "Most retail came from physical and went online. Athleta came from online and catalog and is going physical. And we're very focused on making sure that we're building the retailer of the future," said The Gap's CEO. Athleta's business is now half online and half brick and mortar, with plans to expand its physical store base. Clearly, claims that online will replace traditional brick and mortar stores are not valid.