The internet is nevertheless indispensable for the whole fashion industry. For example, it will make the brand more accessible in more ways and to more clients. In the short term, the prospects of profitability might be small but the investment risks are low beyond the development and maintenance costs.
With regard to Zara, according to WHARTON blog , in the medium term, the strategy allows it to prepare itself to compete when this channel is an authentic source of revenues and profits,and longer term, it could strengthen its image among customers as a dynamic technological innovator. (I had to smile at this opinion, if you read my last post, it showed that Zara is not quite up-to-date with its in-store technology so its funny that a webpage can create a totally different appearance)