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 those brands.
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 fashion shopper.

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