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This report looks one traditional retailer (Hennes & Mauritz AB (H&M) and one direct-only retailer (ASOS.com). H & M is a Swedish cloth retailing multinational company that is well known in the market for its fast-fashion clothing for women, men, and children. The company has more than 3700 stores in 61 countries where it has presence. On the other hand, ASOS.com is an online beauty and fashion store which targets mainly the young adults. The company functions as a direct-only store selling clothing for children, men, women, jewelry and accessories. The following analysis highlights the functionality, efficiency, differences and overall outlook of the website of the two companies.

Description Retailer’s Website

  1. Hennes & Mauritz AB (H&M)

H&M’s website uses interactive and communication strategies aimed at creating customers loyalty. The website seeks to attract customers by providing attractive images, say navigations, competitive pricing, broader selection, and greater access to information. The website allows the customers to create an account and thus creating customers loyalty. The H&M’s website groups its information into products into Ladies, Men, Kids, Home, Sale and H&M life, for easy access. It uses enlargeable images in its products where customers can be able to visualize the clothes, select different sizes, colors, fashions, and prices (H&M 2015a). The most interesting information in the site is its grouping of products in different categories such as means and ladies.

When you click at one category different types of clothing that falls in this category occur, making it easy to choose what you want to buy. The user interface is simple, has a search tool to help in easy search, can go back, and has appealing graphics. The site has a shopping bag and checking out, which means that you can fully shop online on their physical store. Most of the bricks and mortar stores sites do not have a shopping cart or bag, because they use their websites to give information only about their products. H&M website use dull colors, which makes it appealing to the high end shoppers. In overall H&M’s website…………

Referencing list

ASOS 2015a. Customer Care. online< http://www.asos.com/customer-service/customer-care/help?help=/app/home&CTARef=Header|Help>

ASOS 2015a. women and men. Online< http://www.asos.com/men/?WT.ac=Mktp_grpnav>

Bucklin, R.E. and Sismeiro, C., 2009. Click here for Internet insight: Advances in clickstream data analysis in marketing. Journal of Interactive Marketing23(1), pp.35-48.

H&M 2015a. H&M life. Online< http://www.hm.com/us/life>

H&M 2015b. Beuty. Online< http://www.hm.com/lu/>

Hanafizadeh, P. & Behboudi, M. (2012). Online advertising and promotion : modern technologies for marketing. Hershey, PA: Business Science Reference.

Kassim, N. and Asiah Abdullah, N., 2010. The effect of perceived service quality dimensions on customer satisfaction, trust, and loyalty in e-commerce settings: A cross cultural analysis. Asia Pacific Journal of Marketing and Logistics22(3), pp.351-371

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