Joris Beckers Chief executive officer at search and merchandising software specialist Fredhopper
On viewing the Topman website it quickly becomes clear that this is a brand that understands its customers and caters for them accordingly. The site offers beautiful zoom photography and has a manly look and feel. The ‘latest trend’ takes centre stage on the home page, while pictures slide back and forth to entice the shopper.
A black background makes the home page navigation stand out, while drop-down menus give direct access to deeper-level categories, making it easy to view the large number of ranges and styles available. Although the search box is small, it too stands out, owing to good colour contrast. There’s a small but appealing range of campaigns, offering discounts and offers for students.
On the downside there are no filter options, such as brand or colour, on search results pages and the small, white font is hard to read. The category landing pages usually just focus on the sub-categories. These could be made more alluring by adding trends, styles, new items, Sales or must-haves. Product pages don’t show recommendations and there are no cross- or up-sells. Overall, Topman isn’t maximising landing pages - a rich campaign called ‘Denim Room’, for instance, with video showcasing different jean fits, is nowhere to be found on the ‘Men’s Jeans’ page.
Despite these issues, the site offers a modern, trendy format and an engaging experience.