When visiting a fashion retailer’s website, we instinctively know whether we like it or not, but never really think about why. What does make a fashion retailer’s website a pleasurable experience for the consumer? Why do some retailers have much better websites than others? This is all down to e-store design, which should apply the same basic principles as the design of a physical store. There are three areas of e-design:
‘Navigation, which consists of the search classification and interactive viewing.
Atmospherics, which involves imagery and lifestyle media.
And, Interactivity, which involves enticing communications and providing fashion inspiration.’
(McCormick and Vasquez, 2009).
I am going to focus on Interactivity; which is a fundamental part of e-store design for the following reasons:
-It can entice new customers
-Increase consumer satisfaction
-Increase the possibility of positive recommendation
-Encourage increased purchase intent
(Manganari et al, 2009)
Interactivity is important in fashion retail because consumers want added value, excitement and wider access to the brand on e-fashion websites (Siddiqui et al 2003). This emphasises the difference between hedonic and utilitarian shopping- think about how different you feel when buying a new jacket to how you feel when doing the weekly food shop! A hedonic shopping experience is pleasurable and fun, evoking fantasies and stimulating emotional responses (Fiore etc al, 2005), whereas utilitarian experiences are associated with rational shopping variables which aid a consumer in successfully completing their shopping tasks (Park and Sullivan, 2009). Therefore, fashion retailers need to maximise viewers’ hedonic experience when visiting their website. Fashion consumers want to see style tips and trends in order to inspire them; it is nice to be updated when new stock arrives, emailed promotional offers so as to feel like a valued customer, and be rewarded for brand loyalty.
H&M engages in interactivity through a number of different ways:
H&M’s Style Guide is like an extended excerpt from a fashion magazine, focusing on one trend (knitwear here). It includes a commentary about models and other brands; such as Stella McCartney, Burberry and Marc Jacobs, encouraging the consumer to view these for inspiration. This is successful in promoting H&M as a fashion-conscious company that is aware of the latest style and style icons, implying that their products are influenced by such aspects. The Style Guide then brings the focus back to H&M, demonstrating four different ways of “how to wear” this season’s major trend. On the last page consumers can drag items onto a blank screen and create their own outfit, while the price of the whole ensemble is, helpfully, at the bottom.
2. H&M magazine http://www.hm.com/gb/fashion/hmmagazine__eyemag.nhtml#/eyemag/
This features celebrity style and highlights fashion trends. Celebrities features include: ‘Who’s red carpet style is the best?’ and such like, as well as showing current looks, (e.g. khaki) and celebrities wearing them. Also included are pictures of H&M’s products, with “How to wear it” pages and “style tips”- such as ‘make it more feminine with a belt’. It is similar to any fashion magazine- packed with monthly features, style tips, fashion trends and ideas. The key trend (e.g. knitwear), is displayed and advertised in a similar vain to one of Vogue’s photoshoot spreads, therefore making it more professional.
3. Fashion Studio http://www.hm.com/gb/fashion/fashionstudio__fashionstudio.nhtml
H&M present four different looks, allowing the consumer to “Choose a look to start styling”. This is essentially dressing a model. Any number of items can be added or removed, choosing the clothes from a panel at the side (all items are available to purchase). The viewer can choose everything- even down to the model’s underwear! After an outfit has been built, you can simply “buy it now”. This is good fun and effective in generating ideas for outfits to see what goes well with what. It easy to do, and unique to H&M, giving it a fantastic edge over competitor’s sites.
4. Emails
Emails are used to show promotional offers, inform the customer that new stock has arrived, and pinpoint the latest trend.
In stores now Autumn is on its way and we have stocked up with lots of warm clothing. | ||||||
WARM TIPS | ||||||
Autumn is knocking at the door and it's time to wrap up in a knitted scarf and warm cardigan. We have just what you need. à Trend and product information | ||||||
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5. Add-ons “Complete the look”.
H&M advise consumers how to put an outfit together. For example, when viewing a jacket, there is information at the side informing us of other colours that product comes in, as well as examples of items that would go well with it (e.g two pairs of trousers, a top and a necklace). All the added items are also offered in a range of colours. This is interesting to and, if it does not persuade the consumer to purchase the items together, it may be helpful in pairing already-owned clothes with the new purchase to create different looks.
As we can see, all H&M’s interactive features reinforce the same point. The company promote a continuous message throughout the site. For example, we can see that knitwear is the key trend this season; their Tag line is “Get Warm” and it is reinforced in all of the interactive features. Therefore, if interactivity is used effectively, creatively and updated regularly then the site will generate more interest, appear more fashionable, and so attract and retain more customers.
