Fashion retail online was once considered a fickle thing. Why would a fashionista want to look at frocks on the web when she could be touching their very fabric at a physical boutique, try them on for true size and be sure a particular outfit looks best on her compared to all the other options in a new season collection? But thanks to countless fashion bloggers, trusty instant pay and delivery procedure, and the fact that the internet presents shoppers with more options at their fingertips than any one look-book or magazine fashion shoot could proffer, buying and selling apparel and accessories via digital media is now big business. No brand knows this better than Burberry, who last night notched 3 million Facebook fans on the social website. It took the label exactly one year to reach 1 million fans, another six months to reach 2 million, and just one more month to hit the big 3 mill mark. If online presence and popularity translates into actual unit-shifting, that’s a hell of a lot of plaid we’ll be seeing on the streets next season.