Then, extend your customer base beyond your local market:
You have a fashion vision and you have learned how to merchandise
to your targeted customer. You know your customer and you know how
to service her. You have remained in business because that customer responds to your efforts.
You also know your targeted customer profile is not limited
to your physical location. There are thousands (millions?) more outside
of your store’s physical reach.
You have established buying and merchandising processes.
Extending your merchandising efforts to the web requires no additional investment
in merchandising. The web allows you to build onto that which is already working for you
in the “brick & mortar” world.
You are not “re-inventing the wheel” when you
extend your business to the web!