Web Presence Assessment Online Apparel Industry
Agenda � Online Apparel Industry Overview � E-commerce Entry Strategy � Current Online Presence � Website Overview � Target Audience & Implications � Recommendations
Overview Online Apparel Industry
� 9% of clothing is sold on internet equals $31bn
� Overall apparel retail is growing some 3% a year
E-commerce Entry Strategy
Advertisements & Awareness
Expand into new markets without needing to invest in physical retail site
Increase sales
Competitive Edge
Online Reach
Zara H&M Mango
Z Z
Z
Z
H
MM
M M
Z
H
Present Online Presence
Websites Social Media: Twitter, Instagram, Facebook Google+ and Youtube as well as the Chinese social networks Youku and Sina Weibo
Websites, Strong Blog Presence Social Media Presence
Collaboration with websites like JPC.com
Websites Social Media Presence: Absent in twitter
Tie up with e-bay
Google Search Result : ZARA
Paid Search
Local Search
Organic Search
Google Search Result : MANGO
Local Search
Organic Search
Google Search Result : H&M
Organic Search
Online Registration & Delivery Comparison
Europe, Launching in US Autumn 2012
Available in North & South America, Asia & Oceania, Europe
Shipping not available in Africa and middle east and selective countries in the other regions
Available in US, UK, Spain, Germany, France etc
Landing Page Comparison
• Pictures of women
• Choice of selection of pictures varies according to countries and cultures
• Main navigation consists of Men, Women, Kids, Shoes & Bags, Logbook and Videos etc
H&M
• Picture of woman
• Video under second level navigation( Mango Fashion)
• Main navigation is mango women page, and H.E & Touch (premium Accessories)
MANGO
• Picture of a Woman
• Videos under second level navigation-Single Women and Men ,Couples, Children
• Main navigation consists of Men, Women, Kids, Shoes & Bags etc
ZARA
Promotions Comparison
Theme of the collection presented through activities and attire.
Thematic online films uploaded
Greetings can be post-carded.
Indirect promotion of all promotional material.
Newsletter subscription available
Range displayed under different product category
Newsletter subscription available.
Logbook & videos as subtle promotions
Range displayed under respective menu heads
Newsletter subscription available
Stickiness Comparison
Attribute H&M MANGO ZARA
Ease of Use Words embedded in pictures sometimes gets lost
More effort required than Zara
Easiest
Content Most wordy but still are not cluttered. Lots of pictures leading to sections. Long scroll risks the bottom content to be ignored.
Less content than H&M. Less pictures. Some scrolling required.
Least content. Single Picture. Content is spaced out in line with keeping a lot of spaces in store. No scroll.
Download NA NA NA
Update Updated as per the latest trends and designs
Updated as per the latest trends and designs
Updated as per the latest trends and designs
Target Audience & Implication
Mango
• Young, Urban, Modern. Age group 18-40
• Online catalogue and a selection of different glamorous and heavily stylized photo
• Video shoots featuring models and international celebrities
H&M
• Group of fashionable and trendy consumers who enjoy shopping at nominal price
• Price of the dress worn by the model is given in the centre of the landing picture appealing to price conscious segment.
Zara
• Young -teenagers- consumers
• Consumption patterns change quickly
• Constant change - Apparels are showcased according to the month and "New this week"
• Instant connect with its target audience.
Attributes & Ranking
Attribute H&M Mango Zara
Content Layout 3 2 1
Subtle Promotion 1 3 2
Google Search ability
2 3 1
Ease of Use 3 2 1
Social Media Presence
1 2 3
Overall Ranking 2 3 1
Recommendations
H&M
• Provide vouchers on online purchase
• Shorter Pages and cluttering can be removed.
• Removing scrolling which risks lower part of the page to go unseen.
• Include search bar and filters by price, style, color and collection
Mango
• Include subtle promotion like focusing on urban men and women.
• Being trendy and looking good can be brought out in videos.
• Needs to work on more indirect promotion
Zara • Localized sites
recommended
• Quality Mobile Apps development