Topman vs. Next: who has the best purchase journey UX?

Why am I comparing two well-known fashion retailers and their ecommerce sites?

Well, though many conventions of web design are well-established, it still surprises me how different ecommerce sites can be, even in the nuts and bolts of basket and checkout.

So, I thought I’d look at two quite different fashion retailers, and see how they match up.

How to embrace creativity in the programmatic age

If taking the lead on trends is part of your brand identity, then it follows that Topman should offer up a crop of fresh ideas in its creative strategy as much as on its shopfloor.

Last year, while it proffered cool military and camel styles to its sartorially conscious customers, Topman applied a creative programmatic strategy to the big fashion trend of khaki.

It shot the khaki look onto five different models, each of which matched to one of the brand’s five different types of customer.

Pinterest proves to be a fruitful network for Topman

Despite its reputation for having a predominately female audience, Pinterest is proving to be a successful hunting ground for menswear brands.

New research shows that Topman has more than double the follower count of any other UK retailer and is also adding to its community faster than its competitors.

The eDigitalResearch Social Media Benchmark found that Topman has 87,959 followers, compared to 26,594 for Net-A-Porter and 24,847 for ASOS.

Pinterest has developed from a niche social network into an important marketing tool in little more than 12 months, with its focus on striking visuals and imagery making it the perfect platform for retailers and lifestyle brands.

To help brands take advantage of this opportunity, Econsultancy has published a new Pinterest for Business Guide aimed at companies and individuals who are thinking of joining Pinterest and want to find out more about the social platform, as well as people who are currently using Pinterest and want a deeper understanding of best practice.