IDG Contributor Network: Apparel chains can fight back against Amazon, but it won't be easy

With recent reports that Amazon is preparing to make a major play in custom clothing — as well as apparel in general — clothing chains are panicking. To be fair, when many physical chain executives hear the word "Amazon," panic seems to be the default response.

The good news is that panic is not needed, because there are some fine defense options. The bad news is that those options are painful, and I'm not at all certain apparel chains are scared enough to actually take meaningful actions.

This column has repeatedly argued that the best way physical chains can fight Amazon is to do what Amazon can't: Deliver a wonderful physical experience. Use that which is unique to the physical experience and deliver a show that no virtual retailer can.

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