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Fashion

E-Commerce
websites
Analysis

Louis Demuynck - Tien Jom Van - Stijn de


Baere - Sara Azzouzi
Table of Contents
Introduction ..................................................................................................................... 3
Analysis ............................................................................................................................ 3
High-end fashion e-commerce websites.................................................................................... 4
Asos ................................................................................................................................................ 4
Zalando ........................................................................................................................................... 5
Nike ................................................................................................................................................ 6
Adidas ............................................................................................................................................. 7
Mid-range fashion e-commerce websites ................................................................................. 8
Meller ............................................................................................................................................. 8
Bijenkorf ......................................................................................................................................... 9
Hermès ......................................................................................................................................... 10
Gucci ............................................................................................................................................. 11
Low-end fashion e-commerce websites .......................................................................... 12
Arte ............................................................................................................................................... 12
Bape.............................................................................................................................................. 13
Supreme ....................................................................................................................................... 14
Haider Ackerman .......................................................................................................................... 15
Conclusion...................................................................................................................... 16
Reference list ................................................................................................................. 16
Introduction
What we noticed when doing online shopping for clothes is that there is a lot of difference
between fashion web shops. Some of them are really good, attractive and easy to use, but
there are also a lot of them that have a long way to go to become a good fashion e-commerce
website.

In the following analysis we will discuss several aspects of these websites. We will discuss four
categories: content, functionality, attractiveness and authority. To evaluate and score these
categories, we will look at different aspects.

First we will discuss four high-end websites. These are the best fashion web shops available
at the moment and they are an example for a lot of other web shops. Secondly we will
evaluate four mid-range websites. These are websites that do a good job but can still improve
some things. Lastly we will discuss four low-end websites. These are websites who are
performing really poorly.

Analysis
For each website we will do the following analysis:

Content
 Assortment
 Information (product, inspiration, company)
 Media (videos, pictures, music)
 Integration of social media
Functionality / user experience
 Payment methods
 Suggestions
 Filters
 Wish list
Attractiveness
 Colours
 Menus
 Pictures
 Font
Authority / trustworthiness
High-end fashion e-commerce websites

Asos
Asos is a really good looking website
with really good visuals. For every
product there are several pictures from
different angles. There is also a video of
a model wearing the product. They do a
lot of effort the inform the customer as
good as possible. There is also a huge
assortment of brands and products. The
only thing that is not integrated in the
product pages is user generated
content of people wearing the product
on social media. Therefore, we only give
a score of two for integration of social
media.

The website looks clean and


straightforward. Simplicity is key. They
use a lot of pictures on their homepage
but it’s nicely done and not
overwhelming. Also menus are clean
and easy to navigate.

The website gives you the possibility to


filter our whatever category you wish to
filter. When you are on the product
page you get suggestions to complete
your outfit, as well as suggestions that
are similar to the product you are
currently looking at. If you want to save
the product for later you can save is in a
wish list. If it comes to payment, Asos
has eleven payment methods!

Taking into account all the previous


aspects, we can say that Asos comes
across as a really trustworthy and
professional website.

TOTAL SCORE: 62/65


Zalando

Zalando is really similar to Asos. They also


have a huge assortment of products and
brands. They give good information
about the products but they don’t offer
product videos, which results in a score of
four for media. There is also no social
media integrated in the product pages.

The website meets all the requirements


of website attractiveness. Everything is
clear, simple and easy to navigate. The
website contains a huge amount of
products and information, but they
manage to keep it easy to navigate
through the system. Colours and fonts
are kept simple so people don’t get
overwhelmed by the website content.

All functionalities that I discussed for


Asos are also available on Zalando. The
only downside is that Zalando has less
payment options, but still sufficient. The
“things you might like” section is really
accurate and make the shopping journey
easier.

We can conclude that also for Zalando


the trustworthiness is 100%.

TOTAL SCORE: 61/65


Nike

The Nike web shop does a better job


when it comes to integration of social
media. On every product page there is
a section where they feature photos
that contain this product from social
media. This is user generated content
that is collected with their hashtag. This
creates social proof of the product for
the customer. However, there are no
videos of the products.

This website is also clean, easy to use


and well ordered. This is really well
done.

One big downside of the Nike web


shop’s user-friendliness is the lack of a
wish list. There are less filters as well.
For example: you cannot filter by
fabric. There are only “you might also
like” suggestions and no “you can wear
this with…” suggestions.
There are sufficient payment methods
but you have more possibilities on
Asos.

The Nike website is really trustworthy.


Also the presence of customer reviews
have a positive impact on this.

TOTAL SCORE: 53/65


Adidas

Adidas also has a section with pictures


of the product from social media. They
encourage their customers to share
photos with a hashtag and then their
picture can be featured on the product
page. There are however no product
videos available. All other important
information is present and clear.

This website is also clean, easy to use


and well ordered. This is really well
done.

The Adidas web shop does a really good


job here. They have a wish list, a huge
amount of filter possibilities and they
also offer suggestions.
There are sufficient payment methods
but you have more possibilities on
Asos.

The Adidas website is really


trustworthy and professional.

TOTAL SCORE: 62/65


Mid-range fashion e-commerce websites

Meller

Meller’s website makes use of pictures


to represent every category of
products. Which makes it easier and
quicker for people to select what they
are looking for. It also displays sliding
pictures on the home page to show
their products.
At the bottom of the page a bunch of
social media can be found.

The white background makes the


website look clean and simple. The
font is light and formal and matches
the website’s simplicity.
The website provides a very synthetic
simple menu.

Meller’s website is not fully furnished


with functions that make the
customer’s experience more pleasant.
The only functions are the suggestions
showed at the bottom of the page
when a product is chosen and the
payment methods.

The website looks trustworthy even


though it is too simple.

TOTAL SCORE: 35/65


Bijenkorf

Bijenkorf’s website looks highly


professional and simple. It makes use
of pictures showing models wearing
products and marketing campaigns.
The website is structured and gives
enough information to the customer.
At the bottom of the page a range of
icons representing social media
networks is shown.

The website, as mentioned before,


makes use of a lot of pictures. The
pictures are high quality and display
every product well. The menus are
very extensive an organized. Every
brand is represented separately in
each menu. The website is white and
black themed and gives the webpage
an elegant feel.

The website is furnished of all


functions. It provides a wish list, filters
to categorize products, suggestions
and a wide range of payment methods.
It also has a menu at the bottom
containing customer service,
additional services and information
about the company.

The website scores very well on


trustworthiness.

TOTAL SCORE: 58/65


Hermès

At first sight, the website looks


luxurious and professional. Simplicity is
key on Hermès’s website as well.
On the homepage, a big picture with a
Hermes quote can be found. Scrolling
down, a bunch of articles related to the
brand are available to read.

The font used font the website is nice,


clean and professional. The menu is
divided in pictures for each category of
product. The pictures contain vivid
colours.
The white background gives a clean
and professional look to the website.

Despite how luxurious and


professional the website looks; some
functions are missing. Namely, a wish
list and suggested products.
The website, on the other hand, offers
filters and different payment methods.

The website seems very trustworthy.


Especially because of the articles on
the homepage and the popularity and
public image of the brand.

TOTAL SCORE: 50/65


Gucci

Gucci has a modern looking website


but they do not show any customer
interaction through social media
widgets. Their pictures are detailed
and matching to the whole team. They
sell a wide range of items and every
item has a wide range of information
such as colours, materials, inspiration,
etc. They only lack videos or an
interactive aspect on their website.

Gucci has a luxurious theme to their


website. The font, pictures, menu bar
and colours are cohesive with each
other and very clean.

The only thing the website lacks is the


suggestion bar. They show pictures of
outfits but it does not refer to the
other pieces in the outfit. Also, the
filters are not so clear.

The Gucci website is professional and


trustworthy. They sell products of a
higher price range and their website
makes it believable.

TOTAL SCORE: 56/65


Low-end fashion e-commerce websites

Arte
Arte’s website is minimalistic and
quite uninteresting. There is not much
information about the products nor
the company but they sell a wide
range of different products.

The website is simple. They use an old


typewriter font and the only pictures
they have are the ones of the
products that they sell. The website is
simplistic and visually unappealing.

They lack all the possible functions for


a user-friendly website experience.

The website is trustworthy because of


its popularity on social media but it
would be rather not if it did not have
such a huge following.

TOTAL SCORE: 22/65


Bape

The Bape website is one step higher


than the Arte website. You can find a
lot of information about their
products and collaborations but
some are only in Japanese. They do
good job referring to their social
media pages and a map to their
stores.

The website is also simplistic but it


has an artistic touch to it. They play
with imagery and have an extensive
menu bar. They have similarities
with the Arte website such as a white
background and a very simplistic
nature but Bape does a good job by
having a variety of pictures
showcasing their products and shop
interior.

The website has functions but they


are limited. The only downside is
that they don’t have a wish list. As a
non-Japanese person, it is also
challenging to operate the website.

The website is trustworthy even


though it looks are simplistic.

TOTAL SCORE: 31/65


Supreme

The Supreme web shop has a poor interface


WEBSITE CONTENT and is not very user friendly. For every
product there is lack of photos and they have
Integration of social media a very limited amount of stock. On the other
Media (videos, pictures,…
side this does make them more exclusive to
any other designer brand. There is also a lack
Information
of information and integration of people
Assortment wearing the clothes.
0 1 2 3 4 5
The web shop of Supreme is not easy to
WEBSITE navigate on and the font is quite small which
makes it harder to read. The usage of colours
ATTRACTIVENESS is not attractive It is too simplistic with most
of the pages being white. There are not a lot
Pictures of menus and you don’t know what you’re
Colours clicking on in the assortment to select a
0 1 2 3 4 5
certain product.

The web shop has no filter or Wishlist which


is not extraordinary for an exclusive
WEBSITE designer brand. The shop does not give you
any suggestions and there are only 5
FUNCTIONALITY methods of payment.
Wish list
Filters
Suggestions
Payment methods

0 1 2 3 4 5

Taking into account all the following criteria I


TRUSTWORTHINES can conclude that the Supreme web shop
S does not come across as professional nor
trustworthy.
trustworthiness
Total Score: 17/62
0 1 2 3 4 5
Haider Ackerman

The web shop of Haider Ackerman is fairly basic


WEBSITE CONTENT but they have integrated media as in videos
and music on their homepage. They give
Integration of social… enough information about the products and
Media (videos, pictures,… terms of the company.
Information
Assortment

0 1 2 3 4 5

The web shop of Haider Ackerman is not so


WEBSITE attractive it could definitely improve its colour
ATTRACTIVENESS use on the web shop. The font and menus are
fairly okay but could also be improved.
Font
Pictures
Menus
Colours
0 1 2 3 4 5

WEBSITE The web shop has no Wish list which is not


extraordinary for an exclusive designer brand.
FUNCTIONALITY While shopping for a certain product they do
Wish list
give you the suggestion to get other relatable
Filters clothes with that item. They only have 3 ways
Suggestions of payment which is not sufficient.
Payment methods
0 1 2 3 4 5

TRUSTWORTHINESS The website is trustworthy even though it


looks are simplistic.
trustworthiness
TOTAL SCORE: 27/62
0 1 2 3 4 5
Conclusion

END SCORES
Haider Ackerman
Supreme
Bape
Arte
Gucci
Hermès
Bijenkorf
Meller
Adidas
Nike
Zalando
Asos

0% 20% 40% 60% 80% 100%

We can conclude that there is a lot of variety in performance of fashion websites. The four
high-end websites we discussed, score really high. The best performing websites Asos and
Adidas are example for all fashion websites in the market. However, some mid-range website
come close. For them it is just a matter of implementing some extra features. Our low-end
websites have scored really low. These websites have a lot of work to do. They lack any kind
of functionality. These websites are mostly exclusive designer websites and tend to make a
mess of their website to make it look cooler. We believe that this doesn’t compensate for the
bad user-experience you have on these websites. They should improve their website content
and attractiveness and make it more user-friendly. We are sure it will be worth the
investment.

Reference list
The website analysis is solely based on own knowledge.

These are just the sources of the websites we discussed:


asos.com
zalando.com
nike.com
Adidas.com
Meller.om
Bijenkorf.com
Hermes.com
Gucci.com
Arte.com
Bape.com
Supreme.com
Haiderackerman.com

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