Katie Bell, Global director of business development at Stardoll Media, shares her view of good and bad apps.
Good site: Net-a-porter.com
This is undoubtedly one of the most successful online shopping sites. With a natural sophistication and a vast selection of luxurious brands on offer, it has the capability to capture customers’ imaginations. Not only are the brands on Net-a-Porter presented brilliantly, with visually enticing images, but the site also introduces each designer with a short description, adding a more personal touch to the overall shopping experience. Also, customers can easily search for their desired items using useful filters. The site highlight for me has to be the New Essentials section, promoting new styles and ideas to fashion lovers.
Bad site: Farfetch.com
In contrast, this website is visually unappealing and lacks engagement with customers. It would appear that the online fashion site has taken more time to produce an edgy home page than focus on the important aspect, the designer brands.
Although the home page is quirky and fresh, it is also bland, with sharp text that gives no insight into the items on offer. The fashion blog within the site is a fantastic addition though. However, with a disjointed layout and confusing presentation of posts, customers are left puzzled rather than inspired. Farfetch.com would benefit from making the site warmer and more welcoming.