Sir Philip Green’s Arcadia Group has signalled the importance of online as a key growth plank with the simultaneous relaunch of all its fashion sites this week.
The websites of its seven fashion brands - Topshop, Topman, Burtons, Wallis, Evans, Miss Selfridge and Dorothy Perkins - have been relaunched with revamped features in a bid to make them “fashion destinations” for their customers.
Arcadia Group ecommerce director Simon Pritchard said: “The new sites give a much bigger canvas for brand features, images and video. We can have more content on the sites and more fashion features; we want to make these sites real destinations for content and fashion.”
He said he expects the move will enhance the brands’ appeal in international markets. Across the brands, the group ships to 40 countries, plus it has standalone sites for Topshop and Topman in the US. The number of countries it ships to will increase, said Pritchard, although he declined to give targets.
Arcadia is also mulling sites with local currency and languages for “key growth markets”.
The group has stayed on its IBM platform but given all the sites a makeover, improving navigation and moving it from left to top.
Products can now be viewed at different angles, which Pritchard said was a key customer request, and more product videos will be introduced. Arcadia tested some of the sites last week to selected customers and saw a “significant” uplift in revenue per visit and said it was “very encouraging” for the future performance of the sites.
Pritchard, who joined Arcadia from DSGi in October, said that further enhancements would be made, particularly on delivery, and driving to become a “true multichannel offer” across stores and ecommerce.
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