Luxury fashion designers, who've long shunned e-commerce, are caving in.

Last week, The New York Times reported that Marc Jacobs (fall show pictured above), Jimmy Choo, Hugo Boss, St. John, Theory, Kiehls, Lilly Pulitzer, Donna Karan and La Perla are finally going to do on the Web what they do in the real world: sell stuff!

To a person in any other industry, I can imagine how crazy this must sound. Companies in the business of selling stuff have not caught on to selling stuff on the Web, a medium that has been around for several decades!

"'The classic luxury brand Web site is basically a Flash site with lots of beautiful imagery, but no one ever goes to it,'" Aaron Shapiro, a partner at the Web design firm Huge, told the NYT.

There are department stores like Neiman Marcus, Saks Fifth Avenue and Bergdorf Goodman to consider. What happens to their online sites, not to mention brick and mortar stores, if you can go straight to Balenciaga.com and order those Formica and plywood platform loafers thereby cutting out the middleman?