PurposeThe so‐called strategic information systems define systems that represent instruments able to provide a competitive advantage. In this case, the purpose of this paper is to go further and broaden the perspective to examine business sectors. Namely, information systems are conceived also as factors that reconfigure entire business systems.Design/methodology/approachThe research strategy followed can be considered in the circle of the case study. Specifically the case is Yoox, a virtual boutique. The theoretical approach for answering to the questions how and why (...) information systems are determinant in Yoox's development is based on Normann's work. In fact, it outlines modalities through which information systems reconfigure value space and give details to forces enacted consequently.FindingsThe Yoox case study throws light on the fact that, actually, information systems can be a useful instrument not only for reformulating business models but also dynamics that characterize entire business sectors.Research limitations/implicationsThe perspective proposed is limited to marginal aspects of the fashion business, i.e. global brands such as Armani have been involved in pursuing new online distribution channels outsourcing these services to a Dot.com company like Yoox.Originality/valueA business such as a virtual boutique for a multi‐brand fashion and design is imitable due to the worldwide competition. The fact that Yoox became a provider of e‐commerce platform, forming the logistical side to the marketing strategies on the net, changes the scenario significantly. Yoox's mission is not only to sell fashion online but to provide a technological platform for e‐commerce. In this way, Armani, at first, was a Yoox provider but now it is also a customer. In some sense, the rules of the game of the fashion sector, have been, albeit marginally, modified. (shrink)