In your “brick & mortar” retail store your
goal is to generate the greatest possible sales per square
foot. While discounters can pile up merchandise
to churn at low margins, fashion retailers (capital F) must sell on quality, not on price. You
must convey a more appealing ambiance. This limits the amount
of stock available for sale to your
actual rack and shelf space.
But since you have already invested in buying trips and
other overhead associated with your marketing efforts, and since you have direct
knowledge of your merchandises’ performance, there
is little additional investment required in
expanding your sales to the web.