Business Assessment of Online Communication - Abercrombie and Fitch

 Hi everyone! For this week's blog post, I have chosen to take a look at Abercrombie and Fitch's online presence and communication. In case you didn't know, Abercrombie and Fitch (usually just called Abercrombie) is the BEST clothing business in the United States. Their pieces are the best clothing I have ever bought for myself. But, that's besides the point!

In general, I think that Abercrombie does a great job at communicating on their website and social media platforms. Their website is always up to date and has "contact us" options through Twitter, Email, and also includes a phone number. There is also an open chat to ask questions to a customer service representative. Their LinkedIn account posts communicative posts regarding launches of new collections, global events and holidays (Black History Month, for example, shown to the left). 

https://www.linkedin.com/company/abercrombie-&-fitch/

On the website, the top of the page shows a sale ad, as well as a large moving picture of "Top Pant Picks" for women and men. The middle shows a link where you can sign into an account or create an account, and it describes methods of payment. The bottom then shows small details of information with a "Rewards are waiting for you" note that continues on the screen the entire length of the page. I think it is organized this way to get people to click and start shopping instead of looking at small details that might stop someone from purchasing their clothing, for example, the sale only being on certain items. It does not say that at the top of the page, but it says that quite small at the bottom. And by the time people have clothing in their online carts, they won't care as much about discounts and sales because they chose their favorites already.  

Abercrombie clearly communicates its identity on every source of their online platforms. All of their social media platforms clearly states that they are "A leading, global specialty retailer of apparel and Accessories for men, women, and kids through five renowned brands". 

I think the only think the company could improve would be to make links and information regarding their social media platforms easier to find on their website. I had to do a lot of digging in order to find their twitter, email, or phone number.  

Below, is a graph that I think all retailers should be aware of when they are trying to reach people on social media platforms.