This paper focus on the topics related to e-business. With the fast development of e-business in fashion industry, more and more companies have realized e-business is an indispensable part for companies. However, many companies are hesitating to adopt this new way to deal with their business, especially in downstream supply chain because there are some barriers caused by characteristics of fashion products. By analyzing three cases, the author is going to define suitable strategies and technology tactics for different companies.

The author of this article provides three cases, including Park & Bond, jcpenney and Amazon.com. And these three companies are analyzed by five aspects. The first one is e-business priorities, which mainly focus on multi-channel strategy. The following one is e-business model and market structure. The fourth aspect is marketing strategy and customer relationship management. This contains tactics of product, price, place and promotion; as well as stages, including customer acquisition management, customer retention management and customer extension management. The last one is the analysis of  the technologies, including technologies used by three companies for their platforms, product presentations and  interactions with customers. 

By comparing three cases, author makes several conclusions. First is optimized multi-channel strategy for different kind of companies according to their strategies and target customers. Second is the e-business models used by three companies in case study and developing trend of e-business model in the future. Third is different companies’ roles in the distermediation and reitermediation processes. Fourth is to analyze the market structure. Fifth is defining essential and necessary technologies used by companies, also evaluated 3D modeling and fitting technologies’ importance for companies