A&F boosts Asian online presence

US fashion apparel retailer Abercrombie & Fitch has launched 10 new transactional websites in Asia as it banks on eCommerce to build its regional market share.

The sites are for its Abercrombie & Fitch and Hollister brands, serving China, Hong Kong, Japan, Singapore and Taiwan. All of the sites are mobile-optimised through responsive web design, implemented by online partner Demandware Inc, a provider of enterprise cloud commerce solutions.

Abercrombie & Fitch operates nearly 1000 stores worldwide across the Abercrombie & Fitch, abercrombie kids, Hollister and Gilly Hicks brands.

Using Demandware’s cloud infrastructure, Abercrombie & Fitch says it was able to overcome many technical, operational and regulatory challenges that retailers normally face when expanding into China and other markets across Asia, establishing a localised digital presence quickly and cost-effectively.

Billy May, GVP of digital and direct-to-consumer, with Abercrombie & Fitch said the sites deliver a shopping experience that is true to its brands and appropriately localised for each region.

Demandware provides a central platform for managing multiple sites, enabling Abercrombie & Fitch to maintain control over the brand experience, while working with regional resources to adapt the sites to the unique requirements of each country.


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