WEBSITE: RESEARCH

In this post, I will discuss two websites of two different fashion brands. 

I want to take a closer look at the brand called H&M first.

"Founded in 1947, Swedish clothing retailer H & M Hennes & Mauritz AB, commonly known as H&M, has grown into one of the most recognizable brands in the fashion industry. H&M is a fashion brand, offering the latest styles and inspiration. Customers will find everything from fashion pieces and unique designer collaborations to affordable wardrobe essentials, complete-the-look accessories and motivational workout wear". 

Let's look now at the H&M website.

The website is very clear and easy to use. It is divided into categories that help you search. A big advantage is that you can set up an account on which points are awarded and hence various discounts and opportunities to participate in competitions.

When we choose one of the tabs, we also have the opportunity to specify our needs. We can choose the size, colour, sorting method etc.

 

In addition, at the very bottom of the page, we can learn more about, for example, the brand itself or the possibility of work.

All in all, I think the H&M website is very well done. It is clear and easy to use. You can find all the information you need by clicking on one tab, which is very convenient. In addition, the website is designed in an eye-friendly way and it is very pleasant to browse.

Another brand that I want to talk about is Zara.

"Zara is a Spanish clothing retailer based in Galicia, Spain.

Founded by Amancio Ortega in 1975, it is the flagship chain store of the Inditex group, the world's largest apparel retailer. The customer is at the heart of a unique business model, which includes design, production, distribution and sales through our extensive retail network".

Now let's focus on Zara's website itself.

The biggest problem with this website is the fact that it is very counterintuitive. Looking at the first page a customer does not really know where is the women's section. 

Clicking on "new in" we go to the page where we practically do not know what is going on. Huge photos and descriptions that no one will ever read.

Only much lower are the actual products you can buy, but the size of the photos is still too large, making the site unpleasant to view.

Another downside is that the client cannot choose the sorting method. I know from my own experience that it is very irritating and it immediately discourages from further browsing the site.

From the photos, it is often not known what is the product sold.

Overall, I think that the main idea of this page was good. However, it is not the type of website which facilitates or encourages shopping. The website itself is eye-friendly, but not shopping-friendly.

Reference:

H&M: The Secret to Its Success

URL: https://www.investopedia.com/articles/investing/041216/hm-secret-its-success.asp

Published: 25.06.2019

Visited: 31.10.2020

H&M Group

URL: https://hmgroup.com/brands/hm.html

Visited: 31.10.2020

H&M

URL: https://www2.hm.com/en_gb/index.html

Visited: 31.10.2020

Zara Brand

URL: https://www.businessoffashion.com/organisations/zara 

Visited: 31.10.2020

Zara

URL: https://www.zara.com/ 

Visited: 31.10.2020