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J Crew ‘launched’ its website in the UK recently (although most of the site is a re-skin of its US version).

The home page offers lots of choices in terms of where to go. Top navigation, new arrivals, and key trend stories with images are all there. It looks a bit busy, but most navigation is above the fold, which is a plus.

Clicking on the ‘New Arrivals – Women’s’ tab takes you into ‘The Women’s Shop’ category page, and from here you can go into product pages, or use the side navigation to dig deeper into categories like knitwear or dresses. However, there are no filters for things such as size, colour, or price, which would be massively helpful on a site with this much choice.

The product page is clean and easy – you can shop all colours from one page, and the cross sells are on the right above the fold. If you select a different colour than the main image shown, the product photos change automatically so you can see more than just a colour swatch.

A pet peeve is the Americanisms such as trousers are called pants and the dates are shown as October 7 rather than the UK format. Retailers need to remember to talk to the market in their language rather than making them switch to yours. And the big one: prices don’t include VAT. Ouch! While the brand is spot on, the site needs to work on some of the fundamentals to make the UK experience a better one.

  • Kristine Kirby, Ecommerce and multichannel consultant

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