Most apparel vendors' websites are doing little to help the vendors acquire new customers and increase sales among existing customers because:

• Few consumers can find vendor websites because the websites are not properly promoted.
• If consumers can find the websites, they aren't able to find the retailers that sell the products.
• If consumers can find the retailers, they typically encounter poor product photography and descriptions.

Here we present a three-part Web strategy that will help apparel vendors attract more consumers to their websites and guide those consumers into retail stores. The major elements in this strategy are:

• Promoting your website to attract visitors.
• Using product and store locators that make it easy for visitors to find stores where products are sold.
• Getting your retailers online and ensuring that your retailers have high-quality websites.