ABSTRACT
Introduction This chapter examines the factors to be considered in developing online strategies for clothing retailers. In doing so, it offers a brief overview of the clothing retail marketplace, together with identification of drivers of e-commerce technologies. It then analyses strategic positioning in online environments and how a website’s strategic potential may be enhanced via online marketing communications. Adopting a business to consumer (B2C) perspective, the chapter strives to identify what websites are doing in terms of creating value for the consumer and in turn how this too may enhance the strategic potential of a website. Finally, the chapter presents an account of the development together with an analysis of strategies adopted by two clothing retailers, the start-up company Boo.com, which has now been taken over by Fashionmall.com, and Marks & Spencer.
