Week5 - Website design watch

Web design of H&M

I take H&M as a sample retailer to illustrate website design.

Generally speaking, H&M has done a great job in its web design, which contains three aspects, navigability, atmospherics and interactivity.

Navigability

Dennis et al (2004) found that the ability for the user to move around the site easily and efficiently was the fundamental requirement to create a user-friendly experience. H&M has a very clear search classification. You can choose the classification through the top bar. When you click into one category, clothes are displayed by different types on the left side. It’s really an easy job even you shop online for the first time. Online functions such as close up zoom ability, viewing the garments from a variety of angles and enlarging the garment contribute to consumer information gathering (Then and Delong, 1999). But there are some drawbacks in its interactive viewing. H&M hasn’t a tool for 360°view, the “See detail” function only provides a certain area for looking; we cannot see every part of the clothes as our mouse going for details.

Atmospheric

Web atmospherics refers to the creative elements of the online store environment, which aim to create a pleasing appearance and positive effect on the consumer (Constantinides et al., 2007). Image atmospherics are used by e-retailers to create an ambience that entices consumers and improves their shopping experience. H&M always do a lot of amazing work on its image atmospherics. This time H&M launches new collection with LANVIN, the full screen size banner appears just when you click into its homepage. The vivid photos of its collection are the summary of the fashion show video, like a story, present whole look and details of each piece and reinforce LANVIN brand image as well. Everyone will be pleased by its interesting impressive lifestyle video of the collection. But it will be more perfect if H&M can add a normal catwalk show for each piece.

Interactivity

Interaction increases consumer’s confidence which may influence the consumer into a positive purchasing decision (Yang and Young, 2009). “Features expected from fashion websites include video clips, fashion shows as well as fashion information and trends” (Siddiqui et al., 2003). H&M has a theme for each collection. Now it’s party time, the suggestions are full of decorations and the festival atmosphere. They also design a “style guide” by using all new collection pictures to give consumers recommendations for new “in” look. Besides, H&M always has a section for sale. And a special price for a certain piece is only provided in online shop, which wins a lot of e-shoppers.

Merrilees and Miller (2005) conclude e-tailing is primarily a functional activity with pre-eminent roles for interactivity, online atmospherics’ and navigability. Consumers prefer websites which are simple and allow for freedom of navigation as well as providing clear, timely and accurate information in all its contents and an eye-catching appearance (Flavian et al., 2009).