Who said a business has boundaries? Who said it cannot reach any consumer it aims to, at any given time? Multi-channel retailing has enabled fashion retail stores to reach out to consumers over different time zones, in any given part of the world. A true multi-channel strategy covers purchases from a store, purchases from a website, telephone ordering, mail orders, interactive television and catalog ordering. [1] The growth of multi-channel retailing has had a major impact on fashion buyers and merchandisers, as they need to fulfill the multichannel promise given to their customers. With the increase in the customer reach, the stock requirement of the store increases. The buyer needs to make sure the stocking requirement is more or less accurate as over or under stocking can lead to a loss. Besides stocking, the buyers and merchandisers need to also try and maintain consistency in the shopping experience for their customers over all the channels. If the shopping experience on a clothing stores website does not give a similar feel as the actual physical store then the sales via the stores website might suffer. As in the words of Grant Morrison “Unlike novel characters, comic book characters last an eternity. When a character is changed beyond recognition, there’s no longer the merchandising aspect.” To avoid this, the website must have the same colour scheme of the brand and its logo on the website along with other relatable features of the brand. It is a fashion buyers job to buy and stock merchandise according to the market demand, the research to study demand gets more crucial due to multi-channel retailing. The buyers need to study each market segment, and understand which merchandise should be made available to its brands targeted segment. After which they need to study the customer preferences in terms of which channel they prefer shopping from. The overhead cost of online businesses is very little as compared to traditi