By  on February 28, 2008

The top retail Web sites featuring apparel ranked by The E-tailing Group's overall merchant scores.

In this Internet Age, who's doing things right when it comes to selling apparel online? The E-tailing Group, based in Chicago, has released its first-ever "E-tailing Index." Said president Lauren Freedman, "We are looking for best practices across the Web. To me, it's the same as a great store. It's an expression of a brand's freestanding store, only online." The study analyzed 100 predetermined retail Web sites' key pages, the overall presence and execution of merchandising and customer service, and then were given a merchant score. "In apparel, for example, the product page is really critical," Freedman noted. "People need to see the use of video, color and whether or not the page is merchandise-heavy. These sites go the extra mile for issues like customer service, where questions are answered through offerings like a 'Live Chat' page."

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