Going by the original five step brand lifecycle, published by Seth Godin, the five step online fashion brand lifecycle should look like this (using ASOS as an example)…

1. Buying clothes online? Really?
2. I want to try ASOS out
3. Are there any other websites like ASOS?
4. Bring on the newer version of ASOS
5. What’s ASOS?

But it will probably be more like...

1. Buying clothes online? Really?
2. I want to try ASOS out
3. Are there any other websites like ASOS?
4. Wow, I’ve got so many online stores, including ASOS, to buy from
5. Can I browse items from the online stores I like in one place?

and if there was a sixth step...
6. What’s a High Street store?*

* I know, unlikely.