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How Fenwick’s Omnichannel Push with Selected Changes How We Buy Summer Dresses

UUnknown

2026-02-22

9 min read

How Fenwick and Selected’s 2026 omnichannel push makes try-before-you-buy and boutique dress shopping seamless—reserve, try, style, repeat.

Beat the heat—and the guesswork: why try-before-you-buy still matters in 2026

Shopping for summer dresses should feel effortless: breathable fabrics, flattering fits, and styling that suits travel, weddings and everyday life. Instead, many shoppers still wrestle with fit uncertainty, confusing size charts and fabrics that underperform in real heat. That friction is why Fenwick’s strengthened omnichannel tie-up with Danish brand Selected matters: it tightens the loop between discovery, fitting and styling so you can buy summer dresses with confidence—whether you’re browsing on a phone or standing in a boutique.

The moment: Fenwick + Selected double down on omnichannel in 2026

In early 2026 Fenwick and Selected moved beyond a typical wholesale relationship and activated integrated omnichannel tools that unite online inventory, in-store styling and reserve-and-try services. Retail Gazette covered the development, noting the partnership’s focus on activation across both digital and physical touchpoints in January 2026. Why that matters for shoppers is simple: it reduces the biggest pain points for dress buying—fit, fabric performance and styling guidance—by creating a seamless bricks-and-clicks experience.

"Fenwick and Selected bolster tie-up with omnichannel activation" — Retail Gazette, Jan 2026

What “omnichannel activation” looks like for summer dress shoppers

Real-time unified inventory: know instantly which sizes and colors are available in-store and online.
Reserve-and-try (ROTI): book a hold or an in-store fitting through the website or app and guarantee items are waiting in a private fitting room.
Home try-before-you-buy windows: short-term ship-to-home tryouts that make at-home fitting low-risk.
Digital styling appointments: video consults with Fenwick stylists who can pull Selected pieces and create looks tailored to your trip or event.
QR-enabled product pages: scan a dress in-store to see customer fit notes, alternative sizing and outfit pairings instantly.

Why this shift is important for boutique dress buying

Boutique shoppers prize curation and service. The Fenwick + Selected push shows how department stores and carefully curated brands can deliver both the boutique feel—personalized styling and limited-edition capsules—and the convenience of modern ecommerce. Instead of choosing between discovery and certainty, shoppers get both.

Four specific benefits for you

Better fit certainty: make fewer returns by trying in-store or reserving the exact size before you commit.
Sharper styling: access a stylist’s edit across the partnership so looks are built with cohesive accessories and layering options.
Faster discovery: curated filters surface summer dresses by fabric performance (breathable linen, quick-dry blends, UV-protected weaves) and occasion.
Lower friction returns: unified returns policy between partner and retailer reduces the friction when a size or style misses the mark.

2026 trends shaping how retailers—and you—shop summer dresses

Late 2025 and early 2026 accelerated a set of retail patterns that support this kind of collaboration. If you’re wondering what’s next for summer dress buying, here are the trends that make Fenwick + Selected’s omnichannel activation both timely and forward-looking.

1. Micro-fulfilment and faster local shipping

Retailers invested heavily in local micro-fulfilment hubs in 2025; in 2026 that infrastructure means the difference between a 1-day try-before-you-buy window and a week-long wait. For dress shoppers, faster delivery makes home try-ons feasible for last-minute events.

2. Elevated appointment retail and hybrid styling

Post-pandemic appointment retail matured into a hybrid model: in-person fittings supported by pre-booked online consults and pre-selected racks. Fenwick’s stylist booking model with Selected mirrors this: it marries the tactile boutique experience with digital planning.

3. Smarter fit tech, not gimmicks

2026 moved beyond crude virtual try-ons; the emphasis is on fit-assist tools that use size histories, fabric stretch profiles and customer fit notes to suggest which size to pick. That matters for dresses where drape, stretch and lining change the outcome.

4. Increased demand for fabric performance and transparency

Shoppers want summer dresses that breathe, dry quickly and offer sun protection or easy packability. Brands are publishing mill-level and fabric tech details—information that omnichannel platforms surface at the point of discovery.

Real-world shopper journeys: three use cases

To show how omnichannel makes a difference, here are three realistic shopper journeys that highlight practical benefits.

Use case 1 — The Destination Wedding Guest

Challenge: needs a travel-friendly midi for a seaside wedding, prefers natural fibers and wants to minimize luggage wrinkles.

Step 1: Use Fenwick’s online filter to search Selected dresses tagged linen-blend, wrinkle-resistant and pack-friendly.
Step 2: Reserve two sizes for in-store try-on using ROTI; book a 30-minute styling appointment to test accessories and shoe pairings.
Result: Confident purchase with the option to return in-store after travel if fit shifts—eliminating surprise penalties on returns.

Use case 2 — The Weekend Capsule Buyer

Challenge: needs three versatile dresses for a long weekend—beach, dinner, and daytime exploring—without buying five different items.

Step 1: Create a wishlist in the Fenwick app and let the stylist create a capsule edit from Selected’s summer drop.
Step 2: Opt for a 48-hour home try-on for the capsule; keep the pieces that work and ship back the rest for free.
Result: Curated wardrobe with lower returns stress and better mix-and-match confidence.

Use case 3 — The Size-Conscious Shopper

Challenge: uncertain how sizes translate between Danish brand sizing and UK department store labels.

Step 1: View customer fit notes and AI recommendations on the product page—these show whether a dress runs small or is forgiving at the waist.
Step 2: Reserve in-store and ask the stylist for alternates with similar silhouettes but different fits.
Result: Faster decision-making and fewer returns from surprise size differences.

How to shop smart with Fenwick + Selected (actionable checklist)

Use this step-by-step checklist next time you’re buying a summer dress through a bricks-and-clicks partnership.

Start online: filter by fabric performance—search for terms like linen-blend, modal, quick-dry, UV or packable.
Check unified inventory: confirm which sizes/colors are available in-store to avoid wasted trips.
Reserve a fitting: book ROTI or a stylist appointment the same day you plan to try items.
Leverage fit notes: read customer fit feedback and choose the size recommended for your body type.
Try both in-store and at home: use short home try-on windows for outfits you want to test with shoes and accessories.
Document fit: take quick photos in natural light and compare to your wardrobe; ask the stylist for alternate picks.
Use unified returns: return unwanted items in-store to speed refund processing and reduce shipping waste.

What boutiques and smaller brands can learn from the partnership

Fenwick and Selected’s move is instructive for boutiques that want to retain a curated identity while offering modern convenience. Here are practical tactics smaller retailers can implement without a massive tech budget.

Practical steps for boutiques

Start with inventory accuracy: even basic stock sync between your POS and website reduces customer disappointment more than fancy front-end features.
Offer ROTI or timed holds: a simple reserve system lowers cart abandonment and increases conversion for occasion wear.
Partner locally: team up with complementary designers (like a denim brand for summer dresses) for curated capsule events that drive foot traffic.
Train staff as stylists: invest in short video calls or appointment booking for styling—personal service is a boutique’s advantage.
Publish fabric performance: add short, standardized fabric tags online—breathability, stretch, packing score, recommended care.

Fabric guidance: pick summer dresses that perform

When you’re shopping for summer dresses, fabric choice is as important as fit. Here’s a quick reference to match fabric to use-case:

Linen or linen-blends: excellent breathability, natural texture; blends reduce wrinkling—great for beach weddings and city heat.
Lightweight viscose or rayon: soft drape, packable, cool—but pick lined options for greater opacity.
Modal and Tencel: comfortable, breathable, often better at maintaining shape after travel.
Technical blends (nylon/elastane mixes): quick-dry, stretch, and often treated for UV protection—ideal for active summer days.

Returns, sustainability and the ethics of try-before-you-buy

While try-before-you-buy reduces buyer’s remorse, it can increase returns volume. The best omnichannel programs balance convenience with sustainability—Fenwick and Selected’s activation includes streamlined local returns and reuse initiatives that reduce shipping emissions and textile waste. As a shopper, favor programs that:

Offer consolidated drops to local hubs to minimize courier miles.
Provide clear return windows and encourage in-store drop-offs.
Publish their reuse or recycling plans for returned or unsellable stock.

What to expect next: predictions through 2027

Looking ahead, partnerships like Fenwick + Selected will keep shaping summer dress retail in these ways:

More curated collaborations: department stores will host exclusive capsules with niche brands to marry discovery with trust.
Expanded hybrid try-on models: time-boxed home try-ons and instant in-store exchanges will become standard for occasion wear.
Increased transparency: brands will share fabric origin and mill data on product pages—essential for ethical buyers.
Seamless cross-brand loyalty: expect loyalty points usable across partnered ecosystems (e.g., department store and brand), making boutique purchases more rewarding.

Final takeaways: how this partnership changes your summer dress shopping

The Fenwick and Selected omnichannel activation is more than a co-branded display: it’s a blueprint for how curated, boutique-style dress buying can embrace modern convenience without losing soul. For shoppers it means less guessing, smarter fabric choices and styling help when you need it most. For boutiques and brands, it demonstrates how thoughtful technology and shared systems widen reach while preserving curation.

Quick action list

Before you buy: check unified inventory and book a ROTI slot.
At the fitting: test with accessories and document fit photos.
After purchase: use in-store returns where possible and keep fabric notes for future buys.

Ready to shop smarter this summer? Try Fenwick’s Selected edit next time you need a travel-friendly or occasion-ready dress—reserve your fitting online, book a styling consult, and see how a true omnichannel experience removes the guesswork from buying boutique summer dresses.

Call to action

Book a styling appointment with Fenwick’s Selected edit or reserve a try-on slot today—get personal curation, fabric guidance and a worry-free return policy so your summer wardrobe is as ready as you are. Sign up for alerts on new collaborations and limited capsule drops to snag the best summer dresses first.

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Senior editor and content strategist. Writing about technology, design, and the future of digital media. Follow along for deep dives into the industry's moving parts.