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