Strategic E-portfolio Management: A ‘web-weaving’ approach to sustainable e-retail and online advantage in fashion marketing

This research outlines a distinct gap in the Internet and marketing literature, which has largely ignored small and medium-sized (SME) fashion e-retailers (SMEFEs). This is despite apparel sales playing a key role in the European economy and becoming a significant part of online purchasing. Initial exploratory critical caseresearch, has led to the development of the ‘Web-Weaving’ e-portfolio management model (i.e. Multiplecyberstore ownership) for achieving profitable and potentially sustainable e-retail. This strategic approach identifies a multi-niche opportunity for e-retail, which spreads risk, maximizes revenue streams, utilizes knowledge economies/synergies across multiple web-sites, promotes customer added-value and offers potential for competitive advantage.