I think what you are describing as more to do with user interface, which involves a good eye and some common sense. What I meant, and to my understand what Fok pointed out is the lack of PR / marketing campaign in communicating to the public of the store and its goods. Hence, I was talking about the need for someone whether internally or a 3rd party that is the creative and design team, PR to get your message, and method of approach (medium) in how to 'show' shoppers.
The best example is the webstore Cruivoir (see "Sales Thread") in which they are marketing like crazy but the user interface really lacks. In this case its really a lose-lose situation because no thought went into creating and designing a web that is user friendly. Everything sort of backfired. They tried to be overly creative, but it actually became more of a problem. They actually also went through several phases of a re-design, but it seems they are pretty stubborn in sticking to the same layout. To the point, there is a method to market the goods on a platform, but just as important is getting your voice out there and be recognized.
I think the idea is that the company does not have a pr effort geared toward fashion, pr people mostly don't work to promote to the public but to get product placement in events and magazines (i.e. have the clothing used for shoots), they also organize events like runway shows or presentations and generally hang around the fashion scene and keep the brand visible. If AERO was in I-D and Italian vogue the same semester it could have an impact on who wears it and you might see it popup in these streetwear pics, have presence on highsnobiety or whatever etc etc.