A&F Website/App Analysis

From rebranding the logo, means the change in the website, now using the small logo than the old one they used for over 30 years. This is one of the problems that brand is currently facing as it has been confusing to the customers as they do not understand the strategies the A&F is currently taking. 

Looking at Abercrombie & Fitch website it looks simple and easy to use. The website has the traditional style categories for a customer to go and pick it what they need.

The direction into buying an item is easy, but given in different categories that others. For example, normally you would get sweatshirts and hoodies as separate, whereas Abercrombie and Fitch website you would have to click on tops to see the separate categories. In addition A&F have a separate category for their jeans. However, I did notice when looking at fragrances and candles there were no candles you could find, which would be really confusing. Either A&F don't have nay candles where they can put in stock or they stopped doing them. 

From looking at the website as a customer experience it would be easy to do their online shopping by giving details of their information on their order, which is strong for customers as they would not have difficulties meaning they would give up with shopping. What else helps the brand is keeping the sales separate as it does attract customers to the level of profits they might make from a single purchase.

Abercrombie & Fitch app design is really easy to use. When first going on to the app it goes straight to the opening where there are a choice for a customer to buy as a man, woman or go to the kids section of the brand for a boy or girl, it then goes straight to the explore page. Showing all the discounts and sales. When a customer wants to shop it is easy to find what type of categories they might be looking for. And once clicked  the app will have the style of clothes they might want at the top, e.g. The images it shows for the jacket. 

Also the app starts with an introduction, allowing newcomers to get used to the app on how it functions and what features there are, allowing them to gain the full experience. 

A compelling feature of the app is the music side, where a customer could still have the in-store experience by listening to the music of A&F choice. Which is an interesting way of marketing as it is engaging with the customer and is optional to use, if they don't like it they dint have to use it. Also, if a song is popular, they can find it on Spotify, where it looks like it has been used as 379 people have already liked the playlist. I think this is a strong idea and looking into other competitors its something I can't find for competitors brand, which should be advertised as it stand out in being different.

There is a separate app for Hollister, which involves the loyalty scheme club Callie and A&F have one. The idea of keeping both brand marking separated was due to the demographic and identity. 

Loyalty is always a great way of marketing as it gets customers involved and increase purchases, and makes customers come back to spend more. The loyalty scheme works as  shown below: 

POINT LEVELS:	CERTIFICATE VALUE:
2,500	£10 Certificate
5,000	£20 Certificate
7,500	£30 Certificate
10,000	£40 Certificate

 Overall, the website is easy to function and is a strong UI. Due to it being easier for people to interact with the website and being able to find what they need simply, as well as the app. I think A&F have been more focused on the app for Hollister and Abercrombie & Fitch as it is being shown more character and more interactions to use. The app is really strong, from the design of the interaction. The change I would make it the website from design preoperative and make it similar, so it is more plain now, however the interactiveness of the website is well built. 

Reference
All images belong to the official Abercrombie &Fitch website and the app, as well as their Spotify.