Remember Pets.com, and its fiery explosion? In 2000, the Internet wasn't exactly a friendly place for fledgling e-commerce. And yet that's exactly when Federico Marchetti founded Yoox.com. Having just spent a decade learning the ropes of entrepreneurship in his studies in Milan and at business school at Columbia, the then 30-year-old Italian wrote a business plan whose first line read: ?Yoox.com is the global internet retailing partner for the leading fashion brands.?