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Arcadia creates ‘destination’ websites

Arcadia Group has radically overhauled its websites in a bid to create “fashion destinations” for its customers.

The websites of all of its fashion chains - Topshop, Topman, Burton, Wallis, Evans, Miss Selfridge and Dorothy Perkins - went live this week with revamped features including improved navigation, glossy imagery and videos.

Product can also be viewed from different angles and the sites include style advice and increased editorial and social media such as blogs.

Arcadia group ecommerce director Simon Pritchard said: “The new sites give a much bigger canvas for [the chains’] features, images and video…we want to make these sites real destinations for content and fashion.”

He said the move would also enhance the chains’ overseas appeal. Arcadia will increase the number of countries it ships to from 40 to an undisclosed amount. Pritchard is also considering launching sites in local currencies and languages in “key growth markets”.

Arcadia, which is owned by Sir Philip Green, tested some of the revamped sites last week with selected customers and Pritchard said the business saw a “significant” uplift in revenue per visit and that it was “very encouraging” for the future performance of the sites.

Further enhancements would be made, particularly on delivery, to become a “true multichannel offer”, he added.

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