Analysis-Bricks over clicks as shops come back into fashion in Europe | U.S. & World [Video]

By Alberto Chiumento and Paolo Laudani

(Reuters) – The rise of online shopping has led to swathes of store closures, casting doubt over the future of retail malls and high streets, but in Europe there are signs that shops are back in vogue and are important for helping to drive online sales.

European retailers are investing in physical shops to stimulate both online and offline sales as they face increasing competition from giant e-commerce companies, such as fast-fashion group Shein.

They also want to capitalise on people’s renewed appetite for visiting shops once COVID-19 lockdowns ended, which has made a Saturday afternoon shopping spree fashionable again.

“I come to stores as I want to see things live, try them out, and have them immediately available,” said Francesca Marini, 28, while browsing in a mall in Rome. She said the waiting involved in online shopping spoiled the experience.

The overall number of stores in Europe is slightly …