Here's my perspective:
1) Who do your customers need to be in order to grow the brand? Is it office/biz-casual guys? Or, guys more on the streetwear side?
These are different customers with different buying habits.
I'm a street wear guy. So, for me, I'm looking for fit, design, and fabric; quality is important, but it's a difficult to evaluate, especially online, as a consumer. I know I'm getting better quality than J Crew or, say, James Perse, but I'm not sure how much...