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DELUXE

Magazine

online

FASHION


Message from the Editors We are TSA a group of 4 business and marketing students

Lulu Ntambo

Shahadat R Ahmed

Usman Khalique

Candice Chambers

Reach The Team -

Candice Chambers - uk.linkedin.com/pub/Candicechambers/84/61a/37a/ Shahdat Ahmed uk.linkedin.com/pub/shahadatahmed/85/2ba/556 Lulu Ntambo uk.linkedin.com/pub/luluntambo/85/127/643


Online Retailers Vs. The high street An analysis if online retailers ASOS and Cruise who specifically retail in the online market’s, structure their website any different to high street retailers whom use online as an additional platform to trade. This will be provide comparative insight of ASOS And cruise against high street retailers Zara and Adidas. Retailers ASOS and cruise have taken advantage in the boom of online fashion sales. This magazine edition will provide insight into whether their web sites stimulate a wider audience and how they deliver specific content. How Will they Stand Out ? Sell ( How do these brands provide ways to buy products Serve ( How quick is the website to access and how up to date is the content ) Speak ( Is the content personalised to users, and its use of social media Save ( is content saved to reduce user time ) Sizzle ( How the brands differentiate themselves, build the brand and deliver a quality experience )


We Chose the Four website’s Adidas, Cruise, Zara and ASOS to ascertain whether pure play online retailers ASOS structure their websites any differently to the other brands who don’t dominate specifically in online markets


The Market in Context o

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The Impact of online means that some analysts have suggested that as more sales go online, some retailers will need fewer shops Over a Fifth ( 22% ) of consumers now but more clothes online that they do in store In the Large part, online fashion’s recent take off has been due to the dramatic increase in the availability of broadband, thus making shopping easier online. Consumer spending and retail sales remain robust The over 55’s are expected to make up 30 % of the UK population by 2017 ( brands need to increase usability and accessibility to this demographic ) Focus on the channel that lets you build intimacy. One of the most effective uses of email communications is to build customer intimacy, trust and satisfaction. These are the critical factors for creating loyalty, support, and ultimately advocacy from your customer base. And the rise of the smartphone is only helping to make that email-reader relationship more intimate.


Through Linkedin we asked Online fashion analyst their opinion on Whether pure play online retailers hold a direct advantage over retailers whom have not much of an online presence and how crucial It is in todays markets.

Senior Business Fashion Online Analyst Tamara Sender

“ In the current economic climate, clothing retailers can’t get away with just being average. Retailers need to Constantly seek ways to improve their online offer, as online sales growth is outpacing sales stores. Online sales of fashion is continuing to grow at a faster rate than in store sales. Online sites need to be consistent with what customers would experience in store. Focus needs to be on customer engagement. Are brands constantly pushing details about sales and discounts instead of trying to make connections with people who already shop with you, regardless of the price of your product? You wouldn’t continuously tell a customer in store about a sale that’s going on, would you? You’d tell them when they walked in, then you’d ask about their favourite looks or compliment their shoes, or something, right? Ask them for their opinions about new accessories you just added to your website. Tweet about music you know they’re listening to. Writing Original Content is probably one of the most important aspects of building an online presence. “Content is the new social currency” , use social media as a marketing and distribution channel. “


Customer Orientation

Customer Orientation is a process defined by providing website content to serve the orientation of users of a certain website which in this case is ASOS, Cruise, Adidas and Zara. Customer orientation can be defined too as usability/accessibility ( How easy is it for users to access content and connect with the brand both online and offline that is also easy to use and understand ) which thus can create competitive advantage should websites be designed in a way that best serves the needs of their audiences ?

Fast Fact: Customer Orientated Sites provide easy access to content and services that our tailored for a range of audiences.


The 5’S are crucial in website design to serve a diverse audience.


An example of the brand demonstrating its’ accessibility ( ASOS Germany )

Asos position themselves as a Global pure play online fashion retailer for 18 – twenty something's established in 2000 and now reports profits of £41m ( 2012 ) the brand describe itself as the worlds leading online fashion destination for twenty something's with operation in 241 countries. ( http: www. Asos.com ) Stocking high street brands, designer clothes and it’s own brand garments.

ASOS demonstrate their accessibility by being available in it’s operating 241 countries. The brand has sites specific in countries in which it operates ( this does differ to the UK site below as you can see the image, colour and visual display is different ) This identifies the brand has taken into account the cultural differences which are relevant in all countries and has to be accounted for in advertising.


Emphasisation of the highest priority tasks which is for asos to sell and users to Buy.

Asos home page states what users can do on its website and its USP : Shop for men and women, Asos Market place, browse outfit and looks , and also educates the user that they offer free shipping, easy returns and that it stocks 850 + brands.

Tag line which summarises what the brand does ‘ one stop fashion destination ‘

Differentiates itself from its competitors gives users an indication what the brand has to offer

The image chosen on the homepage is relevant to the target audience of the brand “ 18 – 20 something's”. Neilsen discusses that graphics should be identifiable and connect to website content

Search box at the centre of the homepage to allow users to access exactly what it is they are looking for. Jakob Nielsen desbribes this as as an essential element of a homepage.


Asos provides a mobile site/apps and also access to the brands social media sites. This is important as the brand is ensuring that it remains relevant offline and also this targets a wider audience. Most users don’t necessarily use computers/laptops to access websites.


Cruise is a Premium fashion retailer whom describes themselves as one of the UK’S leading independent luxury retailers with a fantastic reputation for Iconic Designer collections. Cruise distribute men and women's fashion.

There is no Tag line, Brand summary on the homepage so there is no indicator of who the brand is and what their USP.

The brands Audience is targeted to men and women for premium brands, whist there is sub heading that alerts users to the relevant sections of their site the centre image could appear that the website is targeted specifically at women.


Zara is a Spanish clothing and accessories retailer based in Arteixo, Spain. The brand was founded in 1974 and to date has 1808 retail stores. Zara is owned by Inditex a Spanish distribution company.


Clear sub headings that users can chose what area they wish to shop in or other features the site has to offer.. Very accessible structure

Logo on every page links back to homepage

Ability to create a profile for the website/ sign in and register

Function for users to download ’apps’ which show the brand are trying to target a wider audience whom used different methods of technology to shop.


Good strapline of the brand that also demonstrates how the brand/products benefits users.

Adidas is a German multi national corporation that designs and manufactures sports clothing and accessories. Adidas is the second biggest sportswear manufacturer in the world and operates globally. The company revenue for 2012 was listed at ÂŁ14.48 billion. Adidas trades both Online and offline.


The structure of Adidas' website is very concise on the homepage and provides a very user friendly structure as to where users can shop on the site as there are sub headings which includes what products are on offer.


Customer Orientation also includes how a brands provides itself accessible offline to customers whom are not necessarily aware of the website and use search engines with keywords ( meta tags ).

Fast Fact A study showed that users do not usually look at websites that are not in the ‘ top ‘ 30 search result list ranking

SEO ( search engine optimisation ) involves achieving the highest position or ranking on the search engine results pages after a specific combination of keywords have been typed in. Therefore it is important to create content which fits the criteria used by search engines to appear relevant. A meta tag is a specific HTML tag used to define meta data on web pages Most common used meta tags are Description and Keywords

The Description Meta Tag denotes the information which will be displayed in the search engine results pages

The Keywords Meta Tag is used to summarise the content of a document based on keywords.


Asos number 1 on Googappeared le's search results page following the key phrase fashion was entered. The brand also ranked ‘1 ‘ after entering these Keywords

<meta name="description" content="Discover the latest women&#39;s clothing and accessories online with ASOS. Shop for women&#39;s dresses, tops, jeans, shoes, knitwear, jewellery and more."

Key words - Women's Fashion, Party dresses, designer dresses, Men’s Fashion


Traffic Building is an important element of Customer Orientation. There are various web analyticsâ&#x20AC;&#x2122; sites that will measure, collect, analyse and report data to understand and optimize web usage. Web analytics is not just a tool for measuring traffic to a site but can be used as a tool to assess and improve the effectiveness of a web site. Web analytics provides information about the number of visitors to a website and the number of page views. It helps gauge traffic and popularity trends.


Search Traffic -% of visits to the site that come from a search engine

Traffic Rank- Where The sites Rank in generating traffic

65 1,202 2,172 19.2 31.8

24.9

6,292

18.8

Asos

Adidas

Cruise

Zara Asos

Source: Alexxa.com

Adidas

Cruise

Zara


Other sites that Link to brand Website Loading Times web- page

1.184

2.608 24,061 29,740

1.394

Seconds

341

2.629 15,127

Asos

Adidas

Cruise

Source: Alexxa.com

Zara

Asos

Adidas

Cruise

Zara


Cruise Listed nowhere on the Search results page after entering the following key words â&#x20AC;&#x201C; Premium fashion, luxury fashion, premium fashion sites, mens designer brands.

The brands Meta Data is listed as : ><meta id="MetaDescription" name="DESCRIPTION" content="Cruise Fashion stock a wide selection of luxury designer menswear and womenswear from a range of luxury and mainline brands" /><meta id="MetaKeywords" name="KEYWORDS" content="Luxury clothing, luxury designer clothing, designer clothing, luxury fashion, luxury designer fashion"

Fast Fact : Search Engine Marketing is one of the most important digital marketing channels as users naturally turn to a search engine when seeking a new product or service.


ADIDAS <meta name="description" content="Shop for adidas shoes, clothing and collections, adidas Originals, Running, Football, Training and more on the official adidas UK website."/> <meta name="keywords" content="adidas,uk,shop,store,shoes,clothin g,sports,trainers,sneakers,sportswear"/>

Zara <meta name="description" content="Enjoy the latest in fashion for women, men and kids. Find online Zara new arrivals, Lookbook, People!, Campaign and more weekly contents. Shop Online &amp; Free Standard Shipping to our stores." />

These Html Codes illustrate how these brands are found by search engines by embedding these â&#x20AC;&#x2DC; meta Tagsâ&#x20AC;&#x2122; The keywords are then read by search engines and used to categorise websites.


Customer Orientation â&#x20AC;&#x201C; Conclusion and Evaluation Asos

Adidas

Zara

Cruise

Segment Audience Recognise Customer needs Deliver relevant content ( entertain, inspire, educate, convince)

Usability Accessibility

Asos won the Fashion race by providing the most customer orientated website by delivering content that is engaging and inspiring and also that targets the audience the brand is catering to. Cruise lost the fashion race as its website didnâ&#x20AC;&#x2122;t segment its audience , and lacked content although was easy to use.


Personalisation Internet-based personalization delivers customized content and services for the individual. Personalization can occur through displaying different information depending on customer specific or dynamic environment variables.

An example here taken from Asos whom use cookies to create a personalised experience by remembering my name every time I visit.

Asos also use a lot of Anchors on their web pages which links texts on a page relevant to alternative sections of their website


Asos are very good at personalisation as they invest in the showroom experience for users, where users are able to view items they are looking at on a live catwalk.

Asos also have a fit visualiser tool where users are able to make a better size choice by uploading measurements of their own garments then configuring this to the item being viewed on ASOS


Adidas has a feature on their website which allows users To save and customise products to a scrapbook or project area for later access. which can help add value, strengthen the brand and develop the relationship.


Zara Demonstrate personalisation by selling complete looks to customers by recommending products that will work well with what product the user is viewing ( also known as

Recommendation algorithms)


Asos feature the most stands out on ASOS.com's webpage is the white background. It creates a stark contrast to almost all other colours on the page, and it presents a clean, uncluttered overall image; much like a luxury brand website would be. This image is echoed by the website's minimal, easy-to-use layout; there is a simple 'Women/Men' navigation tool in the top left hand corner of the page, and the remainder of the page consists of boxes with a small amount of text and editorial, magazine-like images; some of which move across the screen at intervals. The main image on the page, which is promoting ASOS.com's mid-season sale, is bright red and the consumer's eye is immediately attracted to it. Beneath this sale banner are three images closely relating to the target consumer - 'Top Sellers', 'Coachella Cool' and 'Up to 50% Off Marketplace'.

The logo consists of white text which again contrast with the white background which clearly indicates a search bar. The adverts included in the webpage donâ&#x20AC;&#x2122;t over load the purpose of the website to distract the other features such as the logo and product images.

Small boxes consisting small amount of text


Adidas webpage consist of many features however they still manage to keep the home page simple and easy to find spot search bar and logo on the Top left with a black font support by a white background again showing similarities to Asos, however in terms of size their logo is small in comparison to the size of the Advert slide show that isnâ&#x20AC;&#x2122;t easy to miss .

Zara's web page does not have many content contain on their main page , the logo can be missed easily however it is very easy to used as they went straight to the point by making the consumer select the country in order for the webpage to target their culture and measure how many consumers world wide notices them as one of the biggest designer retailers.

Features a medium size logo in white supported by a black back ground placed on the top left hand side very easy to see. The added contents that links the consumers into different segments(submenus) such as Men, women and outlet


Search bar Consumers are able to create a profile

The logo is linked throughout all the pages on the site.

The menu and submenus

Promotions The use of three column layout, after the two column menu bar

Image content that lead other websites

Social network links

A copyright information is included at the bottom of the page


The Logo is found on each page of the website

Image used as background

Search bar with different options of countries , it automatically pick-up the country your searching from, however optional to change.


Submenus of different categories (woman, man, kids, mini , gift card) Followed up by a newsletter link and lastly a search bar that is in every page .

White background that helps the products to standout more .


Website logo if clicked takes you back to home page

Search menu Membership for customers. To create profiles

Menus with a dropdown submenus linking to different categories.

This site consist of two column layout

Different promotion picture slide show

Social network links (Facebook twitterâ&#x20AC;Ś)


The main logo is found in each page and links you to the home page if clicked.

Main menu and different segment submenus

Search menu

Cruise chose products that can be supported and standout the most by the black background

information copyright and more content information


one on one interview Primary research (one on one) interview with Buckinghamshire University students about the advantages and disadvantages of the retail websites, how they thought of each site on different devices mobile, tablets and computers. In conclusion different results were established after running primary research which included one to one interviews with different Buckinghamshire University students about the advantages and disadvantages of the retail store websites and what they thought of each site by the use of difference devices such as mobiles, tablets and computers. The retail websites that were used are Asos, Adidas, Zara and Cruise; as the graphs below show dividing the results between each device (mobiles, tablets and computers). The results have showed that visiting the websites from mobile phones has a low percentage in customer preference for each website this is due to the fact that these websites use a lot of ram consumption therefore making the websites function at a slower rate when used from mobile phones. In second place in customer preference is Tablets in which customers preferred using tablets to visit these websites because the websites function better on the tablets compared to mobile phones. Thus computers are the number one preferred device to use to visit these retail websites due to the fact that when these websites were created they were based on being accessed from different computer browsers and you can see more detail than you would from mobiles and tablets.


ONSITE


Sell – Growing sales can be achieved through effectively communicating a crystal clear online value proposition and through making e-commerce and lead generation easier. Serve – We can add value through designing easy-to-use interactive services that help customers to find relevant, up-to-date information quickly. Speak – We can use the site to converse with and get closer to customers by providing tailored content and designing interactive facilities to create a dialogue or even a trialogue when customers talk to each other, as well as learning about their needs. Save – Costs are saved through delivering online content and services that may have previously been achieved through print and post or face-to-face service and sales transactions. Sizzle – An excellent site design helps build the brand and reinforces the brand values through the type of content, interactivities and overall style, tone or feel. All four websites goals are to sell their products and to give good, clear and concise information about their ranges they are providing. Regarding serve they all have onsite search tabs to then find their particular product that they are looking for. WEB


Search engine optimiser is essentially the organic listing. process of affecting the visibility of a website or a web page in a search engine This is an example of SEO as they pay Google as such to be the first few results to be highlighted and shown on the pages. This then helps traffic building. As you can see Adidas, Cruisefashion and ASOS have the benefit of this service, however ZARA unfortunately donâ&#x20AC;&#x2122;t this may be an effect as they will not be getting a high ceiling as their rivals, also will not get as Search engine optimiser is essentially the exposure on click-ins as others. process of Below affecting visibility of athat website arethe the searches are or regarded to be a web pageorganic in a search engine listing. This is an example of SEO as they pay Google as such to be the first few results to be highlighted and shown on the pages. This then helps traffic building. As you can see Adidas, Cruisefashion and ASOS have the benefit of this service, however ZARA unfortunately donâ&#x20AC;&#x2122;t this may be an effect as they will not be getting a high ceiling as their rivals, also will not get as exposure on click-ins as others. Below are the searches that are regarded to be


WEB STANDARDS Sell – Growing sales can be achieved through effectively communicating a crystal clear online value proposition and through making e-commerce and lead generation easier. Serve – We can add value through designing easy-to-use interactive services that help customers to find relevant, up-to-date information quickly. Speak – We can use the site to converse with and get closer to customers by providing tailored content and designing interactive facilities to create a dialogue or even a trialogue when customers talk to each other, as well as learning about their needs. Save – Costs are saved through delivering online content and services that may have previously been achieved through print and post or face-to-face service and sales transactions. Sizzle – An excellent site design helps build the brand and reinforces the brand values through the type of content, interactivities and overall style, tone or feel. All four websites goals are to sell their products and to give good, clear and concise information about their ranges they are providing. Regarding serve they all have onsite search tabs to then find their particular product that they are looking for.

Also for up-to-date products Zara have a section called “New This Week” which shows all their new range of clothing out for seasonal use For adidas they have a section called the New Arrivals

ASOS have a section called New In

And Cruise fashion have a tab on the top; new as a different category all together


As you can see, from the previous page all websites have their own way of sizzle and attracting their customers. ASOS and Adidas are the two that have the least attractive layout compared to the other two. Zara has a very Seasonal Christmassy looking allowing them to get their customers thinking about their winter collection as soon as they enter their site. However adidas does crawl itself back as they are in correlation with the FIFA World Cup therefore allowing them to get images and sponsorship and authority to promote goods that target their target audience more effectively


Online Value Proposition Efficient and effective websites give the users a unique experience and also the most demanded information and nothing excess. This can be measured with the use of (OVP) this is a basically differentiates the USP within the companies websites to others. And effective OVP allows the firm to understand the target market and get the full benefits from this. Also allowing them to understand their characteristics in order to get more click-in’s. A good OVP is based on the following: • Content details - in depth information to support the buying process or product usage • Customisation - personalisation to content customer-tailored newsletter, personal recommendations • Community - social networking features and user generated content • Choice wide choice of product and suppliers • Cost reduction - the web is perceived as a low cost purchasing place therefore price must be convenient • Convenience – the opportunity of visitors to select, purchase of use products or services anytime. When buying goods the information gathered are about the goods and the services such as the deliver and how the goods can be returned. The user can also watch the video on the product on the texture and just a slideshow about the product as such. Adidas give out their information with their products holding the size of the footwear and also effecting ways to use them such as what texture to use them on also information on delivery if selected. Regarding customised products, ASOS’s options are limited the only option is to get what is custom made by ASOS and not the customer. For customisation they have selected where the user can select their goods and then customise wit by putting their names and number stitched on. For social connection and community, they all have their own Facebook, twitter allowing them to get insight into their target audience, This is the same with the choice of products as they all give recommendations for the goods selected that suit the selected products allowing the company to gain more money and raise sales. As they are all allowing online purchases they are all equally convenient as purchases are available at any time. However delivery after a certain time will vary.


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http://digitalmarketingnetwork.ning.com/forum/topics/welcometo-digital-technologies-for-marketing-2013-2014 http://digitalmarketingnetwork.ning.com/forum/topics/coursework-1-2012-2013 http://issuu.com/mrcbelometti/docs/online_travel_publications_cw 1 http://monicamajumdar.typepad.com/blog/2010/05/evaluate-theeffectiveness-of-internet-marketing-in-meeting-customer-needs-forasos-d1-1.html http://www.adidas.co.uk/on/demandware.store/Sites-adidasGBSite/en_GB/Search-Show?q=bootS http://www.cruisefashion.co.uk/premium/mens/jeans?dsearch=cat http://www.asos.com/Men/Jeans/Cat/pgecategory.aspx?cid=4208& via=top http://www.zara.com/uk/en/man-c292503.html http://www.w3.org/standards/webdesign/accessibility#case Dave Chaffey, PR Smith (2008). Emarketing Excellence. 3rd ed. UK: BHPublications. p261.


T.S.A Group Log 7th November 2013 First Group meeting. We decided to do the magazine on Clothing retailers. We selected ASOS Zara Cruise Fashion and Adidas. We allocated tasks for everyone to do. We also decided a group name, which was T.S.A (the sales agency) 20th November 2013 We met to present the work weâ&#x20AC;&#x2122;d done. We each went over it. Because there were four members of the group, each was given an individual company to work on. It was decided that we each would use PowerPoint to do our slides on, and then we would gather what everyone had done and put it together as a magazine. 26th November 2013

We had a quick meeting to find out where everyone was in terms of the work. Usman was working on Cruise Fashion, Lulu on Adidas, Shahadat on Zara and Candice on ASOS. 4th December 2013 We met on the 4th to finish of our bits and put it on a single presentation. 17th December 2013 We all finished our allocated task and sent the work to Candice to put together. We then started to work on the cover page design and layout. 19th December 2013 Candice put the work together and we then added the cover page. The cover page was designed by Lulu, with help from Usman. Shahadat and Usman came up with the name Deluxe Fashion Magazine. â&#x20AC;˘


Deluxe Fashion Magazine Finished copy  
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