So for how long, I wonder, will I enjoy a first shopping trip to Abercrombie and Fitch. I had never heard of it until I saw the ads on the buses recently - and I am wondering; is this going to be a ‘one night stand’ type of shopping experience or a more long lasting relationship?
But seriously please tell me I am not the only person who has noticed the gorgeous man with ‘that bum’ photo on nearly every bus in London?
And they say sex sells…well whoever ‘they’ are quite right. The new Abercrombie and Fitch
store opens on Saville Row on the 22nd of March and the sizzling UK website was launched recently too. How marvelous – and having been visually tantalized by the ads - I was straight in to shop, online that is.
From my initial creative glance the website is clean, fresh, simple, minimal, easy to use and navigate. There are images of beautiful people everywhere (in a 90’s-Chris-Isaak-Wicked-Game-music-video sort of way) and the whole experience is rather enjoyable... so far!
What I like:
The landing pages and video really do set the scene, its all sweet and American - dripping with Dawson’s creek. It’s white picket fences, apple pie and smooth salty tanned skin in summer and I get all of this from a nice photo and a small piece of video. Maybe I am just imaginative...
The photography is gorgeous and sexy - black and white images of beautiful people that remind me of 90's Calvin Klein ads. The product imagery is brilliantly shot and really crisp, however I prefer seeing it on a mannequin, at least, so I get a more realistic idea of what its really going to look like on. And those hot pants I have added to my basket are rather quickly removed when I start to realize this... I was nearly duped!!!!
I love the product details page its oh-so-clean....and when I add product to my basket I san see it happen visually (with a small delay). Nice touch.
The x-selling is done well - with a subtle 'complete the look'...which I am a total sucker for. What is nice about the A&F clothing is that practically everything goes with everything else. And its GAP with the edge - something GAP try to do but fail - we all know they really should stick to the 'basics'.
The Shopping bag and Checkout is again - clean and simple. I feel comfortable and at ease looking at screens that so many e-commerce sites overcomplicate and scare away customers. And again there is nice imagery used... its getting a little syrupy..
What I don't like
On the category pages e.g. TANKS/TEES - I am seriously not sure about the horizontal scrolling. For some reason I always feel nervous about going right off a screen....I feel I won't be able to get back for some reason. Topshop did this before they re-designed, same thing.
I leave and come back to the website a few hours later but the site forgot what I had added to my bag. Poor show - I expected it to remember what I had already spent time selecting..?
The 'KIDS' section - goes to a separate website that I thought would be for children - but alas no... Its off to the American site - and quite frankly I am a little dubious about the same photography used for this website, it does feel a little distasteful. The 'girls' sections video has a slightly 'Lolita-esque' feel about it. I half expect Humbert Hubert to be the one watching from far away....yuck!
Even though I am signed in - I have to re-type ALL my details which is very boring...
Lack of sizes. The site pretty much only has size small left in everything.
Did I actually buy anything?
Well not yet - but I have returned a few times so there is hope. I feel its all a bit overpriced and I stick to what I know best like the SALE section in www.net-a-porter.com. And in truth A&F its all a bit young...plus summer is SO not here yet...
So I will wait till it gets a bit hotter...and who knows A&F might have the potential to be a summer romance!