As we’re less than 10% of the fashion retail market it’s going to take a while before online only retailers become household names.

You don’t need me to tell you the ones that are almost there, but Adili was a brand that certainly had the potential.

The ethical clothing retailer is now called Ascension; named after the brand it acquired earlier this year.

Apparently part of the reason was to avoid confusion with grocery store Aldi (gaining more attention in the recession).

Ascension reminds me of Accenture, the management consulting company.

It’s an unusual name for a clothing brand and will take some getting used to.

Online stores need easy to spell names – could this be a costly mistake for Adili/Ascension or is it better to have done it before gaining more brand awareness?