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As the revenues from on-line sales continued to grow significantly researchers identified several types of web shoppers, Rohm & Swaninathan four recognized 4 categories and named them “convenience customers, selection seekers, balanced patrons, and store-oriented customers”.

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Frank & Oak aims to make the common guy look good by hand-choosing items for males like ourselves.” The objective is to create affordable, fashionable, and intelligently designed clothes that is both flattering and cozy, a feat achieved by being designer, retailer, and manufacturer all at once.