Now the web is over ten years old. That customer base has
become comfortable shopping online.
Today there are companies whose business model is to market
fashion only via the web. They have learned from the traditional marketers
and have “leap-frogged” over the older established
businesses to focus solely on the online customer.
They have large investments in web design, photography
studios, support infrastructure and inventory but in return have the improved margins
and extended markets that the web provides.