November 30, 2011, 2:12 PM

A consistent feel

Abercrombie & Fitch wants shoppers to have a consistent experience, regardless of whether they shop in a store, online or via mobile devices.

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Abercrombie & Fitch wants shoppers to have a consistent experience, regardless of whether they shop in a store, online or via mobile devices. To achieve that goal the retailer embarked on an extensive web site redesign last spring that added a Looks section to its site that shows large images of models wearing an assortment of Abercrombie apparel. The feature aims to help shoppers see how pieces of an ensemble look together, says Billy May, the retailer’s vice president of e-commerce and cross-channel marketing. “We want to show shoppers how to pull looks together the same way they would pull pieces together in the store,” he says. The site also features the A&F Playlist, which plays the same array of music the retailer features in its stores.

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