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Online shopping has now become commonplace in capitalistic society. Online shopping provides the overall convenience and ease of use that consumers continue to expect from retailers around the world. In particular e-commerce, allows companies to reduce costs while increasing sales to consumers. Consumers benefit from the robust product offerings that online shopping centers provide. In addition, consumers can now locate better offerings in regards to price through online channels. As such, the user interface of online channels is critical to the overall customer experience. In particular, online shopping must be seamless for consumers. They must be able to easily locate and order product that they believe to have a compelling value proposition relative to peers in the industry. Therefore, for the student opening their own fashion shopping website, they must realize that the consumer experience is integral to the company's success. Below is a chart highlighting the overall growth of e-commerce of the last decade?

Notice the rapid evolution of this medium as a means of growth. Sales from 2000 have increase over 600%. This is a testament to the growing options and consumers who are using this channel to purchase products.

To begin, in regards to fashion, consumer sentiments are constantly changing. What was once popular a few years back can easily become obsolete. This is particularly true in fashion as consumers can easily switch brands and assortments. Fashion retail is troublesome as there are very few barriers to entry, and essentially anyone can enter the market. Consumers across the world are creating fashion websites and selling merchandise. It is therefore important for the NYC art student to create a compelling value proposition for consumers of their apparel. This can come in many forms. Aspects such as rarity, exclusivity, or uniqueness are all traits that can differentiate the NYC student's product offering from those of competitors. The website therefore must offer this value proposition in a manner that captures customer loyalty. Michael Kors for example is a brand that captures the minds of consumers. Polo, Calvin Klein, and others, continue to establish their own presence in the market through their value proposition. The NYC student attempting to create their own website must do the same. The website must provide value in regards to the overall product offering. Furthermore, the website must deliver consistent results. Aspects such as delivery time and product specifications must adhere to the consumers overall demand. This is critical if the website is to help establish consumer loyalty. If products are not delivered on time, or to the consumer's specifications, the website could potentially fail.