Website Evaluations

Kelsey NewkhamLeanna Orsak

Billy Safa

Abercrombie & FitchVS.

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– Email 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 preferencesMore competitors arrive in the retail industry

Abercrombie & FitchVS.

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 TanksA&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 DifferencesAbercrombie & Fitch American

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