February '18

For the Business of Apparel Decorating

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64 || P R I N T W E A R F E B R U A R Y 2 0 1 8 Freedom of Choice B Y M I K E C L A R K HOW TO OFFER AND PROMOTE E-COMMERCE OPTIONS FOR DECORATED APPAREL W hile various companies built out archaic versions of on- line stores in the late 1980s, most business experts typi- cally point to 1995, the year Amazon offi- cially opened up shop, as the starting point for what e-commerce has evolved into to- day. Since that year, conducting business online has changed immensely both from a buyer/seller standpoint and from a busi- ness management standpoint. In the world of apparel decoration, many of these stan- dards and considerations are just as preva- lent as any other industry. A LONG WAY FROM 28.8K Since the advent of faster internet speeds and more responsive websites, the idea of running an online store has shifted from a few niche industries to virtually any business that wants to cast a wider net to buyers. "I would go so far as to say that it has simply become commerce," states Erich Campbell, DecoNetwork. "We may say 'e- commerce,' but it's almost a given that most mainstream companies will provide some way to do business online." To that effect, because so many buyers are accustomed to buying online, shops need to find ways to mirror what their custom- ers enjoy with other online marketplaces. Things like a fluid mobile experience and

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