eCommerce Trends of UK Fashion Retailers

Here are a few slides that I put together that show some obvious trends on eCommerce site of UK fashion retailers. I believe that ASOS and Thopshop have been the trendsetters in these matters for the past couple of years and competitors seem to be influenced by both their design and feature sets.

Most retailers do have a hard time keeping up with ASOS though,  which has gone through at least five major design updates in the past 12 months plus constantly tweaking the design between updates. The result is that a fair share of UK high street retailers now have a website that resembles the ASOS design from 12 months ago characterized by a black theme, most often a black header with a big feature graphic and then a big fat footer which is often black as well .

The slides also compare such sites of four high street retailers. I believe that the design of these sites are so alike that their costumers wouldn’t even notice if these sites simply switched logos. There are in fact many more that fall into this category and even recently updated sites like River Island which this month updated from flash based website to a non-Flash version.

It’s a good sign that eCommerce sites are becoming more standardized with features such as decent navigation, product filtering, placement of shopping bag and checkout button just to name a few.

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