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Interesting Article over at Retail Bulletin by Lorraine Branch.

Is taking an existing brand and putting it on-line worthwhile and easy to do ro should we looking at existing models?

Poignant final paragraph sums it up for me:

Replicating a competitor’s online success isn’t a mammoth job but
retailers must avoid the lazy option of handing over control to a
direct competitor and automatically adopting a one size fits all
approach.