Market Analysis
During the second half of 1999, the company conducted market research in several countries. The project was coordinated from London. The research company MOA (Market Opinion Analysis) conducted the survey in Sweden. The analysis was based on a rather complex model of how clothes were chosen by the consumer and then bought or sold. MOA's analysts claimed that the site worked neither as a marketing tool nor as a channel for sales and distribution, and that the target audience was not ready to buy large quantities on the web, at least not in the short and medium term. The research company also shed light on other problems with the site, including logistics and payment systems.
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