Introduction

In recent years, technology has been dabbling in the fashion world. With the shift from brick-
and-mortar retail shopping, technology’s impact has been difficult to ignore – especially with
e-commerce in full force.
The Online Fashion Retail Industry, particularly at the luxury end,seems to be doing
well. Over the past few years, a lot of money has been invested in fashion retail businesses.
Online shopping is the process of buying goods and services frommerchants who sell on
the internet since the emergence of world wideweb,merchants have sought to sell their
products to the people who surf theinternet.Shoppers can visit web stores from the comfort
of their homes andshop as they sit in front of computers.With the online shopping a person
logs onto the internet visit the storeswebsite and choose the items he desires.The items are
held in virtualshopping cart until she is ready to make her purchase. The process can
beconducted in the web hours of the morning or late into the night onlinestore never get
closed-they are opened 24 hours a day.
Chapter 1
Global online retail sales are growing and is estimated to reach 8.8% of total retail spending
in 2018 as compared to 7.4% in 2016. In terms of country, UK has the highest retail E-
commerce sales as %age of total retail sales (15.6%) , followed by China (13.8%), Norway
(11.5%), Finland (10.8%) and South Korea (10.5%).
Estimated online retail sales worldwide:

Year Retail Sales (In trillion USD) %age of total retail sales
2014 $1,316 5.9%
2015 $1,592 6.7%
2016 $1,888 7.4%
2017 $2,197 8.2%
2018 $2,489 8.8%

Top 10 countries with retail E-commerce sales as %age of total retail sales:

Country E-commerce retail sales as %age of total

retail sales
2015 2016 2017 2018
UK 14.4% 15.6% 16.9% 18.0%
CHINA 12.0% 13.8% 15.5% 16.6%
NORWAY 10.7% 11.5% 12.1% 12.7%
FINLAND 10.4% 10.8% 11.2% 11.5%
SOUTH KOREA 9.8% 10.5% 11.3% 12.0%
DENMARK 9.3% 9.9% 10.4% 10.8%
GERMANY 8.4% 9.4% 10.4% 11.2%
 US 7.1% 7.7% 8.3% 8.9%
CANADA 5.9% 6.6% 7.4% 8.2%
JAPAN 5.4% 5.8% 6.2% 6.7%

Nearly One in Four online shopper shop online at least once a week:

Frequent (Shop at Occasional (Shop Infrequent (Shop

Gender least once per at least once per at least once per
week) month) year)

Male 30% 32% 38%

Female 18% 40% 42%

Online Shopping Frequency ( By age):

Frequent (Shop at Occasional (Shop Infrequent (Shop

By Age least once per at least once per at least once per
week) month) year)

18-29 35% 41% 24%

30-39 37% 35% 28%
40-49 23% 35% 42%
50-64 17% 38% 45%
65+ 11% 31% 58%

Chapter 2

1.www.farfetch.com is
an innovative global e-
commerce company
characterized by a
progressive growth and
a singular logistic development, with a high business potential and the ambition of becoming the
largest luxury platform on the market, connecting shoppers with more than 450 luxury
boutiques through a unique logistical experience.Selected by Fast Company as one of the
Top 50 world’s most innovative companies in retail and style of 2016, Farfetch will be
described in a case study that will provide an accurate overview of the company. The design
process involved in each strategic decision will be investigated, as well as the key factors
adopted in order to stand out into the luxury creative industry with an incremental
innovation.

2.www.H&M.com is the second

largest clothing retailer in the
world that is based out of
Sweden. It is a company that
values economic, social, and
environmental sustainable
initiatives. They provide
consumers with a variety of fast-
fashion, high quality clothing at
low prices.It is a retailer that is
looking to provide consumers
with fashionable, high-quality clothing at the best price possible. They offer “fast-fashion”
clothing, in other words from runway to racks in record time, and sell European influenced
clothing in the American market. Additionally, H&M carries clothing in a variety of categories
including women’s casual, men’s business, children’s wear, footwear and accessories.The
company is the second largest clothing retailer in the world, and actively engages in E-
retailing. H&M is also economically, socially, and
environmentally sustainable.

3.www.trendish.ro is a new romanian e-commerce

website , opened in December. They provide a variety of
brands , known brands such as :
dolce&gabana,guess,armani,gucci,prada,nike,ugg,puma
,etc.
They are new on the romanian online market.This website
is a student’s business , who loves fashion and dared to
start this business on his own. But , for now , they are so
little on the market where www.fashiondays.ro and www.epantofi.ro are the most known in
Romania.
Chapter 3
First Page Structure and Category Breakdown:
1.Farfetch : the first page consists of two pictures that send you to the women and men
categories to direct shopping. on the left is the button where you choose the language,
followed by the following categories: women, men, children. On the right are the login
button, wishlist button and shopping cart. Under these 3 is the search button.
2.H&M : The first page opens with all the languages , with a photo on th background.
3.Trendish : The first page opens with the logo in the middle of the page , on the left side is
the login button , then on the right side we have the search button ,wishlist and shopping
cart. Under these ,the categories : man,woman,brands,sales,,accessories,bags,unisex, and
afetr these, there is a photo linked to the promotions.
How to find the desired product (internal search engine, presence of filters, product category
allocation, etc.)

On every website is the search button , you can enter the name of the product you want , or the
brand , and you will find it. All three have filters , started from the categories :

Farfetch : women – you can go to : new in , trending, designers,clothing , shoes , bags , accesories
,jewellery, vintage or sale

Men - new in , trending, designers,clothing , shoes , bags , accesories ,watches , sales

Kids – new in , trending , baby girls,baby boys,girls , boys,shoes,nursery , sale

Designers , Size , Details, Heels hight , Color , Price.

H&M : Woman , Man , Divided , Kids, h&m home , Sales , they also have an search button.

From these categories you can go to :new arrivals , trending now ,shop by product , campaings,shop
by concept ;

Filters : Sort by : recommended , newest,lowest price,highest price

Product type from: alice band,applicator,bag,bag charm,belt,beret,blouse , etc.

Style: a-line , ankle boots,babydolls,backpack,balloon sleeve,bermuda shot,biker kackets , etc

Colours

Trendish: From main categories we go to : Clothing ,underwear,shoes,accesories,bags

Filters: Sort by : recommended , newest,lowest price,highest price

Brands

Colour

Size

Shopping cart and order launch

On every site you have to add your wanted product into the cart , then you can choose either you
checkout or shop other things.After check out you can see all your products that you add to your cart
, you can also delete if you change your mind. You can see the total sum and then go next where you
have to enter your personal data , adress ,number,etc. Before you place your order you have to read
and accept the terms and conditions.

Post-order actions (change your password / delivery address / newsletter subscription, track order
status, order cancellation, order confirmation mail, order tracking, order receipt, return initiation,
return tracking, return confirmation, etc.)
Change your password: all 3 websites

Delivery address : all 3 websites

Newsletter subscription: only on farfetch and h&m

Track order status: From every website you will receive emails letting you know your order status.

Order cancellation: all 3 sites

Order confirmation mail : all 3 sites

Order receipt: all 3 sites will give you a proform , after the order arrives , you will get a receipt

Return: You can return to all 3 webites , but it depends on the law from every country in how days
you are allowed to.

Return trcking : also you will received emails with the situation from all 3 websites.

Return confirmation: from all 3 websites.

Chapter 4

Chapter 4
*The analysis of the websites from the e-commerce point of view according to
Trusted.ro.
We’ll create a table and we’ll illustrate for each website each requirement from the
paperwork.
Each requirement will be grade 1 is for good and 0 is for not good. Afterwards we’ll
make a comparative analysis and chart it to show which is the most recommended website
according to our opinion.

Websites
Requirements

1.The website
has been Yes(1) Yes(1) Yes(1)
operating for at
least 6 months
Trendish.ro has stated There aren’t well There aren’t well
2.If it is stated on very clean and clear the cleared displayed, cleared displayed,
the website the social headquarter and the hidden in the hidden in the
details regarding fiscal form at the very website website
bottom of the website. (1)
the fiscal form and (0) (0)
 On trendish we could see the We weren’t able to On
social capital as well (1) find the social farfetch.com/ro
capital on the same issue,
h&m.co.uk (0) there aren’t any
details about the
social capital(0)

We got here the postal There plenty email We found email

who owns the store. address and an email addresses for each address to one of
Itaddress
is an online store so there
as well.(1) Itphysical
is statedstore. (1) Ittheir
is stated as (1)
stores.
isn’t any schedule depending on the well. According
3. Social store.(1) to the physical
displayed you have only a
capital is displayed There is a phone and contact There is a phone There is a phone
store.(1)
form to fill
form as well (1) and contact form and contact
(0) as well (1) form as well (1)
It is and it is easy to access it. It is but you must It is but you must
(1) enter in the store enter in the store s
4. 6. The work
There is a s website firstly. website firstly.(1)
schedule is displayed (1)
(the time interval in
There is one in the bottom of We couldn’t find it There is indeed(1)
which the store can the page(1) on the official
call) 7. It is the link website(0)
to ANPC on the front
page (for B2C Yes detailed features and Yes main Yes main
stores) 8. There is a characteristics(1) characteristics (1) characteristics(1)
unique information
page with all It is (1) It is (1) It is (1)
company
identification data
9. The main features There is clear mentioned It has auto check It has auto check
of the products before you make the terms and terms and
appear 10. Contract account to check the square conditions(0) conditions(0)
information is of terms and conditions (1)
displayed 11.
Existence of a
contract between
the shop and the
buyer ("Terms and
The website sends you an The website sends Only email conf.
Conditions" to be email with the conf of you an email with (0)
checked before the your order and it is the conf of your
order, without an ex displayed on the screen as order and it is
officio check) well(1) displayed on the
screen as well(1)

There in clear at the There aren’t (0) There aren’t (0)

bottom(1)

Mentioned but without Mentioned with Not mentioned(0)

link(0) link(1)
 12. Functional flow; e-mail or order confirmation screen

13. The payment methods accepted by the store are displayed 14. Mentioning the online
payment processor with a link to its website 15. Ways of delivery - post, personal or external
couriers etc. - and delivery times 16. Mention if the store sells abroad 17. Statement that the
store owns the copyright or the use of the content - text and images 18. E-mail address where
anyone can report
any copyright provided preprinted
return form.(0)
infringement Couriers or by post(1) Couriers or by Courier only (0)
reported to the site post(1)
19. The store is not Those 14 days according to It has return and Those 14
Romanian legislation (1) withdraw policy days
reported as
according to according to
spamming 20.
UK Romanian
Legal (and It isn’t mentioned (0) It isn’t mentioned It isn’t mentioned
government legislation (1)
commercial if (0) (0)
legislation(1)
applicable) It is in clear stated at the At
The customer must be over Thethe upper left
customer must It
Theis mentioned(1)
customer
warranty and 18 bottomandof must
the page(1)
possess a corner(1)
be over 18 and must be over 18
aftersales service valid credit card (1) must possess a and must possess
21. Product valid credit card (1) a valid credit
Return Policy (Right card
to withdraw from the To the customer service To the customer (1)
To the customer
contract) The
department
customer(1)service The customer
service service
department The customer
department(1) service
(1) department
service (1)
22. Additional department(1) department(1)
conditions (minimum
age, minimum It isn’t reported (1) It isn’t reported (1) It isn’t reported
amount, etc.) 23. (1)
Name and email There aren’t counterfeited H&M cannot sell Farfetch products
address of a person Depending
according toonthetheinvoice(1)
product, counterfeited
If there are defects are expensive
They apply anda
in charge of from 28 days to over 2 years. products(1)
in the goods you have certificates
guarantee
conciliation OR a (1) from the big
have purchased, depending on
complaint handling brands
H&M abides by all the industry(1)
procedure 24. The statutory guarantee product, if it is a
products marketed N/A(0) regulations. If you
N/A(0) t shirt 28 days if
N/A(0)
are not counterfeit have a complaint it is a watch
regarding obvious could be over 24
months.(1)
material or
manufacturing
25. faults in goods that
Authorizations by we have supplied,
type of product including damage
It is stated in the terms and incurred inin
It is stated transit,
the It is stated in the
conditions(1) please
terms and know
let us terms and
by returning
conditions(1) the conditions(1)
goods to us without
No(1) Yes(0)
delay by using the Yes(0)
 sold - special areas (eg jewelry, food, pharmaceuticals, ANAT tourism license + annual
insurance, etc.) 26. The privacy policy is present on the site
27. Newsletter with the sender ID
28. Unsubscription You have a but to uncheck You have a but to Get in touch with
procedure from there (1) uncheck there (1) them(0)
the
newsletter

Now we will make the comparative analysis calculation by the grades given for each
requirement.
Trendish has the following grade:

= = 0.85%
H&M has the following grade:
1+0+0+1+1+1+1+0+1+1+0+1+0+1+1+0+1+1+1+0+1+1+1+0+1+0+1 19

= = 0.67%
28 28

Farfetch has the following grade:

= = 0.60%

These results are interpreted in the chart.

Chapter 5

FARFETCH

STRENGHTS

-Global product

-Logistic expertize

-Investors confidence

WEAKNESSES

-Different markets

-Clients expectations

-Budget restrictions

OPPORTUNITIES

-Potential IPO

-IT research

-Omni-channel

THREATS

-Competitors

-Fast market

-Global expectations

H&M

Strengths

•Leader in Global market (2nd)

•Affordable & high quality clothing

•Fast-fashion

•Throw-away fashion

•Strong presence in multiple markets (Women, Men, Kids…)

•Celebrity endorsements

•Strong social media presence

•Price does not effect quality

•Company website and blog

Weaknesses

•Brand awareness of individual apparel brands sold in stores

•Fit is not consistent due to variety of manufacturers and supplies

•Customer service

Opportunities

•Promote current sustainability practices

•Increase word of mouth in both female & male audiences

•Online market including social media

•Mobile Marketing

Threats

•Secondary competitors such as Express, Charlotte Rouse

•Primary competitors: Forever21, Topshop, Urban Outfitters, Zara

TRENDISH

Strenghts

*Fast-fashion

*Multi brands

*High quality clothing

Weaknesses

*Sizes are not always right

*Budget restriction

Opportunities

*Mobile app

*IT research

Threats

*Competitors:Fashion days , Epantofi , Fashionup,BoutiquMall,etc.

*National expectation

*Fast market

Pop Cristina Gabriela , 381

Calinoiu Adrian , 381