The last
couple of years brought a crop of first-generation websites from manufacturers
going direct to consumer. After some initial hesitancy, big names in apparel,
electronics, footwear, and cosmetics launched branded sites that were fairly basic
compared to their retail predecessors (and anxious channel partners). During their
short online evolution, these brands have narrowed in on how their eCommerce site
fits in to their overall company strategy – and are seeing great results.