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The Mark Group - Branded Online (2,303 words)
A "Toe in the Water" Test
When it was time to test the Web waters, The Mark Group took what it terms a "toe in the water" approach. "We believed that the Boston Proper customer was our most likely customer for the Web, due to its demographics," says Miller. "So, we opted not to start with the Boston Proper Web site, and instead, learn in a lower volume environment with Mark, Fore & Strike [a customer with a bit older demographic, Baby Boomer/New Senior, than that of Boston Proper]."