HOW TO COMPETE IN ONLINE RETAIL

Bradford Shellhammer | The 100 Most Creative People in Business in 2012 | Fast Company: "When the flash-sale site Fab launched last summer, featured retailers scored about $10,000 in sales--a miracle in an uneasy economy. Then the site blew up: Now sellers can net $100,000, and the site itself raised $50 million in venture funding. Bradford Shellhammer attributes the success to simple principles:

1. RELAX CONTROL OF VISUALS.
Shellhammer almost always uses vendors' product shots, which guarantees more diversity (and lower costs) than if everything were reshot in a studio. "The person who designed a product is also the best person to present it," he says."

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