1. Website Evaluations Kelsey Newkham Leanna Orsak Billy Safa

2. Abercrombie & FitchVS.American Eagle

7. 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”

8. 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)

9. 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

10. 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.

11. SWOT Analysis

12. Abercrombie & FitchVS.American Eagle

14. 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

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

16. 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)

17. Features & Functionality Differences Abercrombie & Fitch American Eagle

18. 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