Sophisticated? Whimsical? Hip? Cute? Make sure your site reflects the essence of your marketing philosophy.
Think of “decorating” your web site as you would decorate your “brick & mortar” boutique. Colors, fonts, logo graphics determine the correct showcase for your products.
Surf the web. Look for sites that impress you (not necessarily apparel sites). Save links as references for your web designer. Keep in mind that major companies have large web budgets.  You may not be able to afford all their functionality but you still may be able to capture their “look & feel”.
Incorporate your established identity as defined by your logo, hang tags, labels, etc.
Your site is a showcase for your store. Do not let novelty overwhelm the content.

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