2. In your view, is online distribution the wave of the future? Is it likely to increase in importance as a distribution system for apparel companies? Why or why not? To encourage students to consider the value of online retailing as an element in a company's distribution system.

Situation As the distribution manager of a privately owned clothing manufacturer specializing in camping gear and outdoor clothing, you are convinced that your product line is perfect for online distribution. However, the owner of the company is reluctant to expand distribution from a successful network of retail stores and a catalogue operation.

Your challenge is to convince the boss that retailing via the internet can boost sales.

Method Step 1 Join together with four or five classmates to research the advantages and disadvantages of an online distribution system for your company. Among the factors to consider are the following:

• The likelihood that target consumers are internet shoppers. Camping gear is generally purchased by young, affluent consumers who are comfortable with the web.