While high street retailers were reporting 'disappointing' Christmas sales, online shopping in the UK is going from strength to strength. I was pleased to read, in several papers this weekend, about Asos the online fashion retailer. It's a particularly interesting example because clothes are one of the things that, with post dot bomb hindsight, obviously can't be sold online. I guess they can now. The key selling point of Asos is that their range is based on the clothes that celebrities wear. You see your favourite celeb wearing something you like on TV, and with a few clicks you can find something just like it online. The founders admit that this is not a new idea, it's what fashion magazines do all the time. The difference is that being online Asos can update their catalogue instantly.
Dot com is back, and this time it has a business plan! Old ideas are coming back in new guises. As Alvin Toffler wrote in Future Shock "The future arrives too soon and in the wrong order." I think we're sorting it out now.
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