As Rubenesque, a consignment store specializing in women's plus-size fashions, celebrates its third anniversary, the part owner examines the performance of the business to date. While the business has grown and become profitable, the store is still not achieving its potential. Although it already subscribes to an online coupon service, Rubenesque is in the process of developing its own Web site as a means of reaching a greater client base. As the Internet continues to grow and become a valuable information resource, the owner feels it is necessary for Rubenesque to establish its own Internet presence, but she wonders to what extent she should use the online community. What concepts should be incorporated into the company's Web site? Would there be an opportunity to develop customer loyalty? And finally, Rubenesque has always tried to present a certain image to its customers, and the Web site must be an extension of that image.
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