david you need to take a look at some of the US examples Zahra mentioned and the success they have had. This is what DJS is trying to emulate, of course success is not guaranteed but its a good strategy.
Mrs Pumpkinhead is a big spender at saks5thavenue.com (for one) though she would much prefer to buy online from an Australian retailer for reasons of faster and cheaper delivery, and much easier returns. Those sites are very different in offering and pricing to aaaacmedailybargains.com (which is more my style). There are two distinct market segments here, and one of them is not well serviced - its the higher value one, also the one that is yet to convert to online shopping to the extent that the other already has. Its also the same demographic that currently shops in David Jones, rather than Target (where they may well get better value for money).
DJS Price at posting:
$2.39 Sentiment: LT Buy Disclosure: Not Held
