The digitization of retail has deeply changed shopping experience, especially for what concerns the apparel business. The consequence is that now the store is everywhere: in the shopper’s pocket, in his house and office or at the mall. With more and more sales shifting online each year, most fashion retailers are facing one of the biggest challenge of the new millennium: how do they satisfy consumers’ expectations of a seamless shopping experience? This work will try to answer to this question. At first it will be analyzed, both qualitative (with a survey) and quantitative (with results analysis), how consumers have changed the way they shop, how they make purchasing decisions and what they expect from fashion retailers. Shoppers are becoming more indifferent about which medium they use to make a purchase. When they purchase online, for example, they expect their orders to be processed straight away, and be shipped to their home as soon as possible, or, if they are shopping in a store, they expect to easily and quickly check for promotions or lower prices in a kiosk, without having to ask to a store employee. All it matters is to have the right product at the right time in the right place. As a consequence, I’m going to investigate best practices and how fashion retailers must find new ways to meet consumers demand regardless of the channel in order to boost sales, by implementing a cross-channel offering, one in which the consumer can move between channels without any resistance.