Website Evaluations Kelsey Newkham Leanna Orsak Billy Safa

Abercrombie & Fitch VS. American Eagle

Abercrombie & Fitch Purpose of website –To sell the preppy lifestyle shown in pictures Positive brand message –Look of site is clean and simple, like their logo –Customers can focus on the merchandise and photographic advertisements Audience –Pre-teen to early college years –Focus on preppier, collegiate look (Elements of Ivy collection) –Tween line– “abercrombie kids”

Abercrombie & Fitch Customer solutions –Customer service –A&F Cares Section Revenue Model –Online Shopping Model Alliances –Nationwide Children’s Hospital –Ohio State University Hospital –Other Stores: Hollister, abercrombie kids, and Gilly Hicks)

Abercrombie & Fitch Features and Functionality –Basic features (shopping cart, product layouts) –Specific product categories with different view options –“Quick shop” button Site Design –Basic and clean site –Font is bright white and capital letters –Easy to navigate

Abercrombie & Fitch Social Media –A&F Texts – subscription –Facebook page –Twitter account Mobile Commerce –Text subscription option International presence –Not visible on the website –Articles online mention an “International luxury clothing line”, but no evidence to support that on the website.

SWOT Analysis Strengths: The Brand has a Great Image High profit A fancy and trendy store layout( The way they present the Items, trying to make those items more appealing to customers) Weaknesses: Very expensive Overpriced Possibility of finding the same quality at another store for a lower price Opportunities: Online-commerce business Create discount store, by creating certain items and putting them in certain stores on discounted prices. Establishing markets for new customers, by releasing new items and products. Expanding the product lines and their services as well Expand their line outside the nation, for example, try to promote those products internationally and overseas Expand limited store outlets Threats: Competition from other apparel players at the low & high end of the spectrum, such as American Eagle, Old Navy, etc.. Economic slowdown (depression) Rising costs of raw materials, commodity prices( which will increase the cost of the final good) Change in consumer preferences More competitors arrive in the retail industry

Abercrombie & Fitch VS. American Eagle

Website Utility Comparison American Eagle –Home page is easier to navigate –Category pages are too crowded – Difficult to focus on styles (too many images) AE Tanks A&F Tanks

Strategy Comparison Abercrombie & Fitch –Strategy is to sell the preppy look and style American Eagle –Strategy focused on low prices and cutting deals

Assortment Differences Both stores carry similar assortment: –polos, jeans, shorts, t-shirts, outerwear, and sweaters Both stores clothing features an outdoor, rugged aspect Main Difference in assortment: –Abercrombie has more color options online than American Eagle (Tanks)

Features & Functionality Differences Abercrombie & FitchAmerican Eagle

Features & Functionality Differences Abercrombie & Fitch –Less crowded and more user friendly –Move from category to category with ease American Eagle Crowded because there is too much wording –The sale ads at the bottom make the website look like a “pop-up” website