A frequent phrase in the media is that brick-and-mortar is dying, however that is far from the truth. Brick and mortar is not dead, and there are many reasons why this is not the case. According to Joshua Williams, Director of the Fashion Management MPS program at Parsons, “the biggest change in fashion retail is that e-commerce is driving innovation in brick and mortar. It’s allowed retailers a much more expansive vision--and toolset--to engage customers. While brick and mortar still accounts for the bulk of final sales, a complex customer journey back and forth across all digital and physical channels is informing that sale. And the more unified that experience is, the more likely customers will return.”