ASOS: WEBSITE AUDIT
Transcript: Domain websites are fairly consistent across the board. All sites host quite a large selection of websites in other states and territories. Ranging from Europe, North America, South America and the Asia Pacific. All websites are positioned strongly and share both payed and organic search engine positions. ASOS is the only company that has a sponsored add or payed position with regards to their search engine positioning. All company websites have a strong social media presence with regards to search engine positioning -most notably Facebook and Twitter. • How the site links to other sites • ASOS: Links to all of their social media large and clear on many site pages • Boohoo: Links to all social media in the bottom center, also link to the post office for user’s country allowing ease of tracking • Forever 21: Links to most of social media in bottom right corner • Urban Outfitters: Links at bottom of home page which take you straight through to their social media pages, links to app stores as well Communication Situational Analysis Currency refers to a websites efforts to provide up to date information. Due to the nature of clothing retail, with regards to fashion trends and seasonal styles, there is a strong emphasis on currency. Currency is provided through updating new arrivals, latest trends and current sales promotions. All company websites have a strong sense of currency. ASOS has a style feed, Boohoo has a countdown timer on sale promotions, Forever 21 has public holiday deals, and Urban Outfitters has a constant stream of information on its community blog. Commerce corporate id & design • The way the company integrates with other media • ASOS: Mobile site similar to web site, have both shopping app and magazine app, RSS feed on asos marketplace site • Boohoo: mobile site with more compact options, shopping app available in some countries, Boohoo stylefix magazine app available in all • Forever 21: mobile site with similar full site style, shopping app with special in-app promotions and built in barcode scanner merging online and in-store worlds • Urban Outfitters: mobile site with same features as full site just more compatible, app available on all marketplaces featuring in-app rewards, a community page for #UOonYou, and free music, corporate RSS feeds available on corporate site ASOS/Boohoo/Urban Outfitters: easily accessible investor relations section. Access to reporting, regulatory news, shareholder information, share pricing and corporate profiles Forever 21: Privately owned family business. No provision of company finances available. 5th largest specialty retailer in US When associated companies promote each others products or services ASOS: fashion and beauty feed promoting celebrities and personalities, ASOS marketplace promoting small unknown brands and vintage boutiques who choose to sell on the site Boohoo: Stylefix magazine promotes celebrities and brands within it with “shop celeb style” and shows how you can get the look with Boohoo products, promoting both Forever 21: has a branded shop that promotes other brands they sell by highlighting them to their consumers Urban Outfitters: Urban Outfitters blog linked and advertised on home page with entries that mention brands, artists, people, etc. that are relevant to their hipster target market Customer Focused 5is • How site enables user to user, user to site, and site to user communication • ASOS: Mostly Facebook, Twitter, Instagram, go for a comedic approach with lots of graphics, #AsSeenOnMe campaign, “help” page with live chat option • Boohoo: Mostly Facebook and Twitter, post lots of outfit/trend ideas that link to site items, blog post links, and even pop culture news, #WeAreAus campaign (more site focused), specific customer service Twitter • Forever 21: Any outfit on site can be shared through quick link, Facebook, Twitter, Instagram most popular pages, Facebook posts more outfit based, Twitter incorporates more pop culture and comedy, #F21xME campaign, “contact us” link with phone/email • Urban Outfitters: Facebook, Twitter, Instagram mostly, very fashion focused with links to site items with lots of pictures, #UOonYou campaign, “help” page with phone/email/address ASOS: WEBSITE AUDIT Currency Introduction Findings & Recommendations Corporate ID and Design refers to the consistency of the corporate design across different domains and media. Corporate ID and Design is fairly consistent across the board. ASOS, Forever 21 and Urban Outfitters have slight variations in their website design across different domains – particularly in the European versions of the website. Their company Logos are consistent across different media platforms such as Instagram, Twitter and Facebook. Boohoo has a very consistent website layout with regards to its different domains, however their company logo is inconsistent across their social media platforms. Content is the use of text, images and sound. All clothing retail sites have a strong emphasis on