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Established retail banks around the world have bit of a problem.
"In most cases I'm trying to disrupt the existing and well established channels of retail so I've gotten a few funny looks along the way," he says, "However clothing brands and some industry insiders have been genuinely excited about the model".
Weight Watchers International, the pioneer in retail weight-loss programs, is well established in Europe.
While Lively competes with retail and wholesale brands already well established in lingerie, like Victoria's Secret, Uniqlo, Calvin Klein or Natori, the startup is facing fierce competition from startup peers in specialty lingerie and apparel.
The linkage with the marketing chain tends to be well established, with both organizational and financial links between the producers and the retail outlets.
In Mr Deighton's view the internet-retail revolution is over, in that online buying is well established and will only keep growing.
"It's well established.
Most are well established.
The facts are well established.
All this is well established.
Legal norms are well established.
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