By Helen Brown, founder of Catwalk Genius

Congratulations on your decision to purchase…

MyAwesomeOnlineFashionBiz.com!

Please read these operating instructions thoroughly before use.

1. Cool design not supplied
Your customers spend most of their online time on beautifully-designed pages. The look of the site will be a critical factor in establishing your credibility with new visitors, so invest in professional design and photography.

2. Select a business model
Are you competing with Net-a-Porter? ASOS? If so, please plug in your multi-million marketing budget into socket A. Or, you could choose to exploit online technology in a way that nobody else has – and become remarkable. 

3. Install a slick user experience
Navigating your site may seem obvious, but guessing the best layout is an expensive gamble. Better to take a leaf out of Jakob Nielsen’s book and test your design regularly with the help of typical members of your target audience. 

4. Find your audience
If you just build it, they almost certainly won’t come. If you don’t have the budget for those Vogue advertorials, you’ll need to invest wisely in marketing and PR. Social media is your friend, as long as your firm has an authentic, interesting voice.

By Helen Brown, founder of Catwalk Genius