Multichannel apparel and accessories retailer Abercrombie & Fitch Co. is going into mobile full force with its introduction of both an m-commerce site and mobile app.
The m-commerce site is fully transactional, allowing consumers to browse and buy products. The site opens with a hero shot of its famously sexy models and options to select Men’s or Women’s. A store locator that integrates with a phone’s GPS system also appears on the home page. From there, shoppers are presented with a page containing a long list of specific products from which they can drill down to a product they’re looking for.
The mobile app is not transactional and instead focuses on marketing the brand with a heavy emphasis on the photographs of its apparel on its models that have made the brand so well known. The app is divided into two sections: The A&F; Daily, which features information on news and events; and A&F; Gallery, which highlights the current season’s clothes and new campaigns.
M-commerce technology vendor Digby built the mobile commerce site, while Abercrombie & Fitch developed the app, the retailer says.
Abercrombie & Fitch is No. 58 in the Internet Retailer Top 500 Guide (a PDF version of the company’s financial and operating profile can be ordered by clicking on its name).
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