As Published In: India’s Business Today.

October 2011

The 21st century has brought in the seismic wave of income growth in Indian society, and long established spending attitudes have changed dramatically. A huge shift is under way from expenses on necessities to choice-based spending.

Branded clothes, the latest gadgets and imported goods are tempting the Indian middle class. According to an estimate, India's middle class will grow to more than 40 per cent of the total population to create one of the world's top five consumer markets in the next two decades.

"Work hard and spend hard" is the mantra of the young Indian middle class today. These youngsters have no qualms about borrowing and spending money, flaunting wealth or being materialistic. They are also increasingly comfortable using credit cards-the share of Indians who carry plastic money has quadrupled since the late 1990s.

With plastic money in their wallets and up-to-date information about the latest product launches globally, the youth and the moneyed of India are plain lusting to buy.

Though most of global big brands are available in the Indian market, many iconic marques are still missing from the scene. And even those that are present in the country often launch their products much later in India than in the US or other major international markets.

Thankfully, with the change in purchasing power there is also a significant change in the ways we can get our hands on the stuff before it is formally introduced in the Indian market.

An age-old tradition, most practiced till date, was to get your apple of temptation by asking a family friend or a close relative who is going abroad on vacation or work. That hoary customs still holds. But a new door has opened up and here's a how-to-buy guide for anyone who does not have relatives abroad or friends traveling at the time.

TIPS: Online shopping portals

1. Buying from shopping portals which provide international shipping is the easiest option.

2. Shopping majors like eBay India's 'Global EasyBuy' and Amazon.com offers you the facility of buying products from the US and delivering it to your doorstep.

3. All 'Global EasyBuy' transactions are secured and protected by PaisaPay. Thus, you are eligible for a full refund if you do not receive the item you purchased.

4. You have the convenience to pay in Indian rupee. An interest-free EMI payment option is available for almost all items listed from latest laptops to fancy watches to clothing accessories.

5. eBay will calculate all the costs, including shipping charges, export duties, customs duties, customs clearing charges, service tax, insurance and other charges applicable.

6. All you have to do is to make a single payment and get the item delivered to your doorstep.

TRICKS: Local (global) address

1. Unfortunately all stores do not offer international shipping. In such cases package forwarding companies can solve your problem. You can purchase a product in any store and have it shipped to your local US address provided by these companies once you register for a small fee. The process to get your stuff is little bit more complicated but once you start using it, you'll enjoy your global shopping experience.

2. Once you get the local US address, you can go on a shopping spree online. You can buy from any of the thousands of online shopping sites in the US or even bid and buy from auction sites.

3. During checkout, fill in your new Global address as the "shipping" address for your purchase. The address providing company will receive your stuff on your behalf and notify you by email. After preparing your package for shipment to you, including the required international paperwork, you'll get your stuff within a week's time

DEERFIELD BEACH, FL, July 31, 2011 -- Andrea Lwin, recipient of the Women's International Film Festival's prestigious "Rising Star Award", featured MyAddressUS.com in her most recent webisode of the popular web series Slanted. The series is based upon Andrea's highly acclaimed one-woman show Slanted. In webisode 4 we find Andrea and her brother filming a "commercial" which her brother hopes will win him a spot on the advertising team for MyAddressUS.com.

"We are very grateful to both Andrea and Cristina for highlighting us in their most recent webisode of Slanted," remarks Bill Thomas, Vice President of Marketing for MyAddressUS.com. Smiling, Thomas continues, "Knowing the show is globally popular I guess we shouldn't have been surprised when several of our members sent us emails asking if we'd hired Truman."

Lwin credits a lot of the series' success to Cristina Anderlini who partnered with her in 2004 to direct her one-woman show. In Slanted Andrea takes the audience back to the 1980s and her hometown of Ft. Lauderdale where she, a quirky Chinese raised Muslim, is trying to find social acceptance but is thwarted at every turn by her sassy immigrant mother. The show, with runs in both Los Angeles and New York, drew accolades from LA Weekly, New Filmmakers Series and LA Women's Theatre Festival. Expanding on the show's popularity, Lwin and Anderlini refocused their efforts on directing and producing a TV pilot and web series by the same name, this time fast forwarding in Andrea's life where now she, as an Asian-American woman, is seeking a career as an actor and hoping for her "big break." Under the guidance of these two talented women the web series has already won several Outstanding Achievement awards at LA Web Fest, the highly coveted Rising Star Award at the Women's International Festival and the TV pilot was a 2009 SLAMDANCE semi-finalist.

It should come as no surprise that Anderlini and Lwin find themselves in the spotlight as both bring years of hard work and previous successes to Slanted. Cristina Anderlini began her career working in development for Paramount Pictures and MGM before becoming an independent Producer/Director. In 2006, Cristina founded A Broad Vision Productions (recently renamed GiRL FACTORY), where she produced and directed music videos, EPKs, TV spots, DVD and new media content. Most recently and in addition to the work she is currently doing with Slanted, Cristina produced/directed the successful 2010 "Behind The Scenes" campaign for Sega's Iron Man 2 video game and is currently releasing similar campaigns that she produced/directed for Sega's Thor and Captain America games. Cristina also recently directed the TV commercials for THQ's highly anticipated Kung Fu Panda 2 and Dance Paradise video games.

To view the Episode or for more on Andrea Lwin, Cristina Anderlini and Slanted you can visit the following websites;

http://www.MyAddressUS.com/slanted.php
http://youtube.com/TheSlantedShow

About MyAddressUS.com: Based in Deerfield Beach, Florida, MyAddressUS's unique business model and partner network provides both the consumer and retailer the perfect solution to enhance international commerce. Our small package and large freight shipping capabilities have evolved with the needs of our customers and allow us to transport any and all kinds of goods all over the world.

MyAddressUS.com and WeCanShipThat.com are subsidiaries of L2 Global Services, a leader in International freight and logistics management, a company built on integrity, dependability and accessibility.

For more information about the MyAddressUS.com's package forwarding solutions, please visit www.MyAddressUS.com or call us at 001.954.903.1647.

DEERFIELD BEACH, FL, June 2, 2011 -- In January of this year both FedEx and DHL implemented dramatic increases to both domestic and international shipping fees. Rates have increase by a average of 8 to 10% and to make matters worse, carriers have changed the calculation for dimensional shipping weight, making the shipping fee increase more in the 25% range.

When Bill Lone of MyAddressUs.com was asked how the company has sheltered his members from the recent increases in shipping rates, he answered "Simple, we just kept our rates the same. We stood behind our commitment to provide our members an efficient, safe and affordable US shopping experience. We continued to use our volume and long-term relationships with our carriers to provide members better than average preferred rates."

However, these "averages" are based on all shipment calculations grouped together. Therefore, in order to understand how these increases effect the consumer you must break down the sum, into its parts.

Package(s) size and weight

According to Lone, "While we have limited control with industry price increases, what also affects our members is how the packages are measured, and that we can control."

Lone explains, "Dimensional weight (DIM) is the measurement used by the transportation industry for establishing a minimum charge for the cubic space a package occupies. The DIM factor used to be 166 for international shipments. As of a few months ago, air freight carriers decided to lower the DIM factor, which in actuality causes a rate increase." "So, we needed to be more innovative about how we package our members' goods and take extra time and effort to reduce a packages shipping size when possible."

Lone further explains, "DIM weight is the space a package takes up in a transport vehicle, rather than the package's actual weight." " I don't want to make it sound complicated but the bottom line is that the recent changes in how we calculate dimensional weight can cause a significant increase in pricing for some of our members, depending on the size and weight of their packages."

"However", he continues, "we have an amazing relationship with our carriers, and we know our business. For now, we've been able to be smarter about how we package our shipments, and as a result our customers haven't felt the difference".

About MyAddressUS.com: Based in Deerfield Beach, Florida, MyAddressUS's unique business model and partner network provides both the consumer and retailer the perfect solution to enhance international commerce. Our small package and large freight shipping capabilities have evolved with the needs of our customers and allow us to transport any and all kinds of goods all over the world.

MyAddressUS.com and WeCanShipThat.com are subsidiaries of L2 Global Services, a leader in International freight and logistics management, a company built on integrity, dependability and accessibility.

For more information about the MyAddressUS.com's package forwarding solutions, please visit www.MyAddressUS.com or call us at 001.954.903.1647.

DEERFIELD BEACH, FL, December 1, 2010 -- For international consumers, shopping during the holiday season can be both an exciting and frustrating time of year. While inboxes worldwide overflow with dozens of emails from US retailers advertising the “not-to-be-missed” sale and that “one-time-only” coupon, the shopping carts begin to overflow. But, when it comes time to proceed to checkout many products are simply returned to their virtual shelves as most US retailers do not ship overseas.

For some lucky shoppers the solution may be as simple as having the purchase shipped to a relative living in the US. However, relying and imposing on friends and relatives to receive your packages and forward them, can not only be more costly than necessary, but is not always accomplished in the timeliest manner.

MyAddressUS.com offers its members the freedom to shop with any US retailer and leave the shipping to them. They will receive your orders and confirm they are delivered in the condition promised, repackage them for international shipping and deliver them to you on the date requested. This process is all completed within 24 hours of MyAddressUS.com receiving your items. “Many members order items from multiple retailers and have us store their packages until we have received all their purchases, then have us consolidate the items into one box, saving up to 78% in shipping costs.”, said Bill Lone of MyAddressUS.

“Last year I purchased a laptop and iPod from Best Buy. They do not ship outside of the US, so I had the items sent to a friend in New York. It took three delivery attempts to deliver the boxes (because he wasn’t home) and then it took him over a week to ship them to me. I almost missed being able to give them out on Christmas. A few months ago a friend told me about MyAddressUS.com, my packages arrived on the date they promised and everything was in perfect condition. A US address allows me to shop when and where I want.” Robert Randall, Australia

Having a US mailing address allows our members to take advantage of making some really great purchases this holiday season and, by offering our clients cost effective alternatives to standard shipping they will never have to worry about missing a big “sale day” and no coupons are necessary.

About MyAddressUS.com: Based in Deerfield Beach, Florida, MyAddressUS's unique business model and partner network provides both the consumer and retailer the perfect solution to enhance international commerce. Our small package and large freight shipping capabilities have evolved with the needs of our customers and allow us to transport any and all kinds of goods all over the world.

MyAddressUS.com and WeCanShipThat.com are subsidiaries of L2 Global Services, a leader in International freight and logistics management, a company built on integrity, dependability and accessibility.

For more information about the MyAddressUS.com's package forwarding solutions, please visit www.MyAddressUS.com or call us at 001.954.903.1647.

DEERFIELD BEACH, FL, November 20, 2010 -- Principal photography is now completed in California for the newest episode of the hit web series "Slanted". Directed by Cristina Anderlini and co-written by Christina Anderlini and Andrea Lwin, the series is a satirical look at what it's like to be an Asian-American female trying to break into acting.

"We are very excited to be involved with the web series, the shows wide audience appeal and large number of domestic and international viewers is a great opportunity to build awareness of our service," said Bill Lone of MyAddressUS.

The episode features a well known cast: Feodor Chin, Andrea Lwin and Joy Osmanski. The episode is scheduled to be released in January.

About MyAddressUS.com: Based in Deerfield Beach, Florida, MyAddressUS's unique business model and partner network provides both the consumer and retailer the perfect solution to enhance international commerce. Our small package and large freight shipping capabilities have evolved with the needs of our customers and allow us to transport any and all kinds of goods all over the world.

MyAddressUS.com and WeCanShipThat.com are subsidiaries of L2 Global Services, a leader in International freight and logistics management, a company built on integrity, dependability and accessibility.

For more information about the MyAddressUS.com's package forwarding solutions, please visit www.MyAddressUS.com or call us at 001.954.903.1647.

DEERFIELD BEACH, FL, November 1, 2010 -- As the popularity of online shopping continues to rise, so do the number of retailers to meet the demand. However, it is not just the traditional retailers who are maneuvering for top positions with this ever increasing consumer base. Over the last few years online auction sites have not only won the popularity contest with internet shoppers, but their loyalty as well.

The attraction of online auction sites, such as Amazon.com and eBay.com, is that they provide a forum for buyers and sellers to find, or sell, just about anything. And, more importantly these sites allow the buyer and seller the ability to control the pricing. There is an obvious reason as to why retail stores are twice as crowded on a sale day and thus the appeal of online auction sites...for if shopped correctly, everyday is a sale day.

With so many upsides to shopping these sites there is, for some, one glaring downside, the majority of sellers do not want the headaches that come along with shipping their goods outside the US. The risks, to them, seem to outweigh the advantages of reaching thousands and maybe millions more potential customers.

It is therefore a relief to know that savvy international consumers know how to purchase the goods they seek from online auction sites easily and, in most cases, more affordably by providing online auction sites with a US shipping address. MyAddressUs.com's international clients can purchase products from any US retailer, have their items shipped to a unique US address, inspected for accuracy and delivered to their door as easily as if they were to buy from one of their local merchants around the corner.

About MyAddressUS.com: Based in Deerfield Beach, Florida, MyAddressUS's unique business model and partner network provides both the consumer and retailer the perfect solution to enhance international commerce. Our small package and large freight shipping capabilities have evolved with the needs of our customers and allow us to transport any and all kinds of goods all over the world.

MyAddressUS.com and WeCanShipThat.com are subsidiaries of L2 Global Services, a leader in International freight and logistics management, a company built on integrity, dependability and accessibility.

For more information about the MyAddressUS.com's package forwarding solutions, please visit www.MyAddressUS.com or call us at 001.954.903.1647.

THE INDEPENDENT UK, Friday, 22 October 2010 -- In the run-up to Christmas more and more consumers are turning to the world of internet retail to find that perfect gift. While some US-based stores will ship products internationally, many will not, leaving customers frustrated and empty-handed.

However, a solution is available through websites such as MyAddressUS.com and My us. These websites and others like them act as a forwarding service for consumers outside of the United States. When shopping on websites that do not ship internationally, shoppers can simply fill in a US mailing address which is provided by the forwarding website; the package is then sent to that company and then, for a price, forwarded on to the original buyer.

Although services such as these allow consumers to take advantage of a weaker dollar, the majority of consumers are turning towards regional subsidiaries of retail giants such as Amazon and eBay. Regional subsidiaries of these websites - amazon.co.uk or ebay.com.au for example - are consistently the most visited websites across Australia, the United Kingdom, Hong Kong and Singapore according to data from market monitoring company Experian Hitwise.

GO TO THE ARTICLE

DEERFIELD BEACH, FL, October 15, 2010 -- International consumers are increasing their online purchases, buying clothes, gifts, books and big ticket items like jewelry and electronics. More and more they are finding what they are looking for overseas.

Technology research group Forrester estimates that online retail sales within the largest European Union nations in Western Europe will grow at an 11 percent CAGR (compound annual growth rate) over the same period, hitting EUR114 billion by 2014. Many estimates are that 20 to 25 percent of those sales will occur with US online retailers.

The US dollar's parity with many international currencies is giving international shoppers buying power not seen in a generation. That being said, the appeal of US websites are much more than the just the opportunity to save money, it is the convenience of online shopping.

Even as international online sales continue to grow, many of the brands available in the US can't be purchased online internationally - so cost is only part of consumer's main purchasing decision, "If they can't purchase items locally, consumers shop where the product is available, at US retailers such as Apple, the Gap, New Egg, and online auction site eBay.” said Bill Lone, Vice President of Member Services at MyAddressUS.com.

Too many international shoppers are familiar with the awkward task of asking friends or family either traveling or living in the USA to purchase products on their behalf. But companies like MyAddressUS.com have eliminated the need for such personal requests.

American websites like MyAddressUS.com are making it easier for international consumers to purchase goods online.  MyAddressUS.com allows customers around the world to have US products shipped to them, helping international consumers meet the requirement of many US retailers that the online buyer has a US mailing address.

About MyAddressUS.com: Based in Deerfield Beach, Florida, MyAddressUS's unique business model, partner network and PayPal integration provides both the consumer and retailer the perfect solution to enhance international commerce. Our small package and large freight shipping capabilities have evolved with the needs of our customers and allow us to transport any and all kinds of goods all over the world.

MyAddressUS.com and WeCanShipThat.com are subsidiaries of L2 Global Services, a leader in International freight and logistics management, a company built on integrity, dependability and accessibility.

For more information about the MyAddressUS.com's package forwarding solutions, please visit www.MyAddressUS.com or call us at 001.954.903.1647.

DEERFIELD BEACH, FL, October 1, 2010 -- The slowdown of the US economy has many US online retailers looking to expand their markets internationally, but international shipping documentation, expensive shipping rates, customs difficulties and fraud have prevented them from doing so. MyAddressUS has developed a program to assist US online retailers in turning international site visitors into US customers.

Large corporations have taken advantage of international markets for decades, MyAddressUS has developed a process to help small to medium US retailers sell their products to qualified international consumers by reducing the risks of customs compliance, paperwork and fraud, without making changes to their current operation. This is all accomplished while providing the customer full control of their purchased products and affording them the ability to save up to 75% on their international shipping costs.

The process is simple for both the US merchant and the overseas consumer, the retailer refers the customer to MyAddressUS through a link on their shopping cart, and the customer is taken through a simple three step process to obtain a US address and is then returned to the US retailer to complete their purchase with their newly assigned US address. Upon receipt of the merchandise, MyAddressUS will inform the merchant that the parcels have been received and therefore the transaction, for the retailer, is finalized. Through their online account the customer will either forward the item(s) to their international destination, or may store the parcel for future consolidation and delivery.

Some of the benefits to the retailer are;

• Quickly expand their market to over 240 countries and territories
• Reduce fraud risk through our fraud screening process
• All international orders are shipped to a valid US address
• All compliance and documentation for international transport are processed by MyAddressUS
• Reduced international shipping costs through deep discounts passed on to customers

“The best part about the program is that service is free to the retailer.” said Bill Lone of MyAddressUS. “Partnering with MyAddressUS has given many business owners a competitive edge over online retailers” Lone said “By providing this service, we are assisting online retailers in expanding their business to millions of international consumers and businesses while reducing the risk of fraud, simplifying operations, handling compliance and providing direct customer assistance.”

About MyAddressUS.com: Based in Deerfield Beach, Florida, MyAddressUS's unique business model, partner network and PayPal integration provides both the consumer and retailer the perfect solution to enhance international commerce. Our small package and large freight shipping capabilities have evolved with the needs of our customers and allow us to transport any and all kinds of goods all over the world. MyAddressUS.com and WeCanShipThat.com are subsidiaries of L2 Global Services, a leader in International freight and logistics management, a company built on integrity, dependability and accessibility.

For more information about the MyAddressUS.com's package forwarding solutions, please visit www.MyAddressUS.com or call us at 001.954.903.1647.

DEERFIELD BEACH, FL, September 15, 2010 -- In the last 5 years online retailing has become a worldwide phenomenon; but getting products from cyberspace to anyplace outside the US has kept some American retailers, auction sites and International buyers stuck in the pre-e-commerce age. MyAddressUS.com brings these merchants and buyers into the global market by offering a simple and effortless solution.

Many US retailers will not ship overseas, while others may charge exorbitant rates to provide international shipping. Setting up a US package forwarding service provides a secure depository for items, saves money by consolidating and allows the buyer to control the shipping and customs process.

The process is simple and secure;

1. Sign up for the service. MyAddressUS.com provides an online management system where accounts are set up in minutes online.

2. Go shopping. Make purchases using the new USA address as the shipping address.

3. When notified the package has arrived; log on to the account, and arrange for the item(s) to be shipped to any international address using either a credit card or Pay Pal account.

Another benefit of this service is it allows you to verify the value of a US purchase for customs. This can save you money because the market value of your goods is often less than the price paid, as the price paid includes shipping, handling fees and taxes. MyAddressUS's management system will create a commercial invoice based on your specifications.

About MyAddressUS.com: Based in Deerfield Beach, Florida, MyAddressUS's unique business model and partner network provides both the consumer and retailer the perfect solution to enhance international commerce. Our small package and large freight shipping capabilities have evolved with the needs of our customers and allow us to transport any and all kinds of goods all over the world. MyAddressUS.com and WeCanShipThat.com are subsidiaries of L2 Global Services, a leader in International freight and logistics management, a company built on integrity, dependability and accessibility.

For more information about the MyAddressUS.com's package forwarding solutions, please visit www.MyAddressUS.com or call us at 001.954.903.1647.

DEERFIELD BEACH, FL -- To facilitate the needs of their international customers MyAddressUS.com has announced the launch of a new updated online package management tool, which provides customers easier international US online purchasing, package management and package forwarding solution.

Using the new management system, members can effectively track incoming packages purchased from US retailers and online auctions. Customers can also check for accuracy and the condition of the item(s), repackage for transport, and either store for future consolidation or forward to an overseas destination. A major improvement is that all of this takes place with the members direct involvement and supervision.

This service not only connects customers to thousands of new retailers and auction sites once "off limits", but allows them to forward their products at a more cost effective rate. "These discounted rates are available to our members due to our online package management efficiencies and the partnerships MyAddressUS has with the top-rated shippers worldwide," said Bill Lone, Vice President of Member Services.

MyAddressUS has simplified the process of purchasing US online products by providing customers with;

- A physical US street address, not a P.O. Box.
- Immediate use of the physical address.
- Discounted forwarding rates via PayPal or a major credit card.
- Free insurance up to $100.
- Real time online package management.
- Outstanding personalized service, with a trusted shipping partner.
- Parcels forwarded to over 240 countries and territories with our fast and reliable shipping partners.

"MyAddressUS.com, is a company whose reputation is built on exceptional service and a positive customer experience. Our professional, knowledgeable, and highly trained associates make sure each members experience is efficient, timely, and specific to our their needs," said Lone.

Based in Deerfield Beach, Florida, MyAddressUS's unique business model and partner network provides both the consumer and retailer the perfect solution to enhance international commerce. Our small package and large freight shipping capabilities have evolved with the needs of our customers and allow us to transport any and all kinds of goods all over the world. MyAddressUS.com and WeCanShipThat.com are subsidiaries of L2 Global Services, a 20 year leader in International freight and logistics management, a company built on integrity, dependability and accessibility.

For more information about the MyAddressUS.com's package forwarding solutions, please visit www.MyAddressUS.com or call us at 001.954.903.1647.

CREDITNET - While credit cards are still by far the most popular payment method for online purchases, PayPal is growing in popularity.

According to a new survey from market research firm Cardbeat, 70 percent of consumers who shop online still use their credit cards to make payments. However, a growing number - 39 percent - say they also use the payment system PayPal. Consumers also say they consider PayPal more secure. The last time Cardbeat conducted such a survey was in 2008, and the number of consumers with a PayPal account has increased 40 percent since then, to just over three-quarters today.

Consumers also use PayPal to buy things more often, as the total amount of purchases increased from 10.8 per year in 2008 to 21.2 today. However, the average amount of those purchases has stayed more or less the same at $60.

In the past, many consumers used PayPal simply as a way to pay for items won on eBay, but more major online retailers are now accepting payments through that system as well.

BROADBAND CHOICES - Increasing numbers of people are turning to the internet in a bid to save cash, according to telecoms regulator Ofcom.

More than half of consumers say that they are now more likely to shop online to save money compared to a year ago, the Communications Market Report revealed yesterday.

Almost 50% said that they were also more likely to use online voucher codes in order to get an even better deal.
Buying goods and services over the internet can offer significant advantages to consumers

“Buying goods and services over the internet can offer significant advantages to consumers. These can include discounts, more extensive choice and the convenience of purchasing goods from home,” said Ofcom.

Research commissioned by the regulator to examine the effect of the economic downturn found that “significant numbers of people are now more likely to take advantage of some of the money-saving opportunities online than they were 12 months ago”.

More than 60% of people said that they were now more likely to use a price comparison site, like Broadbandchoices.co.uk to make sure that they were getting the best possible value for money.

Michael Phillips, Broadbandchoices.co.uk product director, said: “The internet can save you an impressive amount of money, on everything from your weekly shopping to your gas and electricity bills.

HUFFINGTON POST - It is a truth universally acknowledged that the fashion industry has been notoriously slow to catch on to digital media. The few brands that have taken tentative steps towards using the internet to its full advantage, such as Burberry and Chanel, are being lauded as progressive, but when compared to other industries fashion is still woefully behind. From journalism and
retail, to the back-end of wholesale buying, the fashion industry has on the whole squeaked along in the same way that it has for many years. Many observers blame this state of affairs on the industry's concern for maintaining exclusivity; other say the internet simply is too ugly, not "on-brand" for high-end companies. These arguments have merits, but I believe they slow the process rather than stall it. It is possible that there is also a deeper structural issue in the industry that explains much of the trepidation.

The fashion industry is one of the few creative industries that has never had to rely on technology to distribute its product. The film industry has navigated the transition from VCRs to DVDs to video downloads from a number of different devices. The music industry has transitioned from records to cassettes to CDs to music downloads. They have also long understood the value of creating content in a different medium, with Michael Jackson's "Thriller" awakening the industry to the power of video. The fashion industry, on the other hand, has not transitioned in the same way. Clothes are still sold primarily in stores, where customers can have tangible access to the fabrics and fits. Perhaps more significantly, fashion still photography and the print editorial have long been the central medium for fashion journalism. All this adds up to an industry-wide lack of experience with, and knowledge of, technological developments. There is an argument to be made that it is this knowledge gap that is the most significant factor in slowing the transition to the online medium.

Certainly the argument against selling clothes online is a strong one. It is hard to see how to fully communicate the value of a garment you can't touch or try on. 2010-08-24-netaporter.jpg Moreover, clothes often just don't look as good on a screen as they do on a body. However, what you lose in an up-close, physical, view of the dress and a luxurious store environment, you gain in the ability to communicate context, design inspiration, manufacturing background and the quality of the product. People who make this argument are forgetting that print magazines have been inspiring purchases since they were born, a sure sign that you don't always need to see it on a hanger. The astounding success of Net-a-Porter also does a lot to disprove this theory.

Print editorial seems to be the medium that is more at fault for their lack of internet adventures, although the defense here is strong too. The argument that editorial photographs do not translate as well on screen is true — they just don't. But there seems to have been surprisingly little progress made in the realm of editorial video. All you need to see is the first ten minutes of "Breakfast at Tiffany's" to understand the power of film in selling a look. What the challenge seems to be here is not the production, but the method of distribution. Fashion on TV has become associated with cheesy reality programming, such as "The Rachel Zoe Project," "Project Runway" and "The Hills." And the internet is, well, intimidating.

This comes back to the central argument: industry leaders, having never had to dip their manicured toes into anything digital before, are struggling with a lack of experience. They are having a hard time understanding the power of the internet, let alone figuring out how to overcome the many challenges it provides.

For there are many. Brands that have a very clear identity and idea of how to communicate themselves in traditional media are having to reinvent their message online. 2010-08-24-tavi.jpg There is no room for error in branding, and they are going to get it right. The problem of the categorical ugliness of most of the internet is compounded by its new association with off-price sale sites like Gilt Groupe, and for the fact that when one thinks of online fashion journalism, one's mind turns to 13 year old bloggers rather than to established industry authorities. But as the opportunity cost of staying offline has grown, these problems have turned from barriers of entry to challenges to overcome, and will in no way block future growth of the fashion industry online. The industry is made of the kind of people who can brand the be-jesus out of a PVC handbag. They'll figure out the short-term issues with translating their brand online.

Thus there is an argument to be made that the industry is not fearful, nor snobbish, nor ignorant. They simply lack the experience, and are aware of the fact. The fashion industry is simply biding their time, educating themselves, and planning with rigorous accuracy their branding attack.

Elizabeth Cordry works in retail and online development at Rag & Bone in New York. She is the author of the blog www.fashionconnected.com, focusing on the fashion industry's transition to the online world.