In this week’s discussion, I’d like for you to select a multi-brand retailer and a brand specific website to evaluate. Reference this week’s slides regarding the differences between a Brand.com and Retailer.com eCommerce site.
For example, you may select Sephora as your retailer and Urban Decay as your brand or maybe Net-a-porter as your retailer and Alexander Wang as your brand. Macy’s and Michael Kors. Target and Pixi Beauty. You get the point. Just make sure the brand you select is sold at said retailer and has its own eCommerce site.
I’d like for you to go over the the following / use this template:
• Multi-Brand Retailer (include URL): Stella McCartney https://www.stellamccartney.com/us/en/.
• Brand Name: Alexander Wang
https://www.alexanderwang.com/us-en/
• Compare Navigation/Category Comparison:
• Compare Product Assortment:
o What/how many brand products are in the multi-brand retailer’s site? How many Pixi Beauty products are sold at Target.com and how are they categorized differently?, etc.
• Compare Product Images/Product Descriptions:
• How does each site market the brand? What are the similarities/differences?
