For the most part the online Fashion marketers (large “F”)
do not sell unbranded merchandise (at least not until they establish credibility
with their customers and create their own “house” brand).
The fashion consumer looks for trusted brands. Online Fashion
retailers are not discounters. Major brands must protect their labels.
If the online retailers discount branded merchandise in season,
the manufacturers will not sell them
So what is their advantage? In a word; Convenience! Your
customer knows how to find what ever she is looking for online, from home,
day or night at her convenience, and the online retailers
have learned to provide excellent service to the