Fashion Brands Out-Gunned by Vertical Search Sites

Keri is a shopaholic. She loves shopping the way I love… not shopping. So when Keri tells me something’s amiss in the world of online retail, I listen. She’s pretty sure that when it comes to tracking down the ‘must have’ fashions of this Fall, there aren’t many brand websites that can live with the specialist search engines.

So – time for a little experiment. We gave Keri two budgets and set her loose on the web. This is what she found…

SEARCH ENGINE WEBSITES
Budget: $200
Must have Fall 2011 items: Knit poncho, faux leather leggings, wedge booties
Shopped at: www.beso.com, www.thefind.com

BESO
Pros:
Easy to navigate
Huge selection
Comparative shopping
Clear Images
Links directly to store websites
You can discover new brands and store websites

Cons:
Poor sub-category menu – hard to narrow search

THE FIND
Pros:
Easy to navigate
Huge selection
Comparative shopping
Clear Images
Great sub-category menu to narrow search
Links directly to store websites
Shows store coupons
Indicates locations for standing retail stores near you

Cons:
Images are repeated up to 10 times with same information
Images are sometimes missing (aarrrghhh!)

Search Engine Websites – Overall Rating: 5 (out of 5)
These search engine websites give you all the information you could possibly need. If you don’t know exactly what you want, you can’t beat the selection and variety to help you decide. You can also discover new brands and stores online. Purchases: Fringe knit poncho from INC @ www.macys.com for $79.50, Faux leather leggings from Olsenboye @ www.jcpenney.com for $29.99, Leather wedge booties from Hive & Honey @ www.piperlime.com for $69.50

STORE WEBSITES
Budget: $1,000
Must have Fall 2011 Items: Poncho, Leather leggings, Wedge booties
Shopped: www.cusp.com, www.shopbop.com, www.piperlime.com

Pros:
Detailed category menus
Easy to search by Designer
Specific sub-categories to narrow search

Cons:
Limited selection

Store Websites – Overall Rating: 4 (out of 5)
Store websites cater to certain demographics so it’s a good idea to check out the list of designers to see if it’s the right website for you. These websites give the user the whole fashion experience. You can buy a complete outfit from apparel to accessories to shoes. You are also more likely to find some kind of “deal” whether it is a discount or free shipping & returns. Purchases: Knit poncho from Nanette Lepore @ www.shopbop.com for $398.00, Leather leggings from Paige @ www.cusp.com for $299.00, Leather wedge booties from Sam Edelman @ www.shopbop.com for $250.00

BRAND WEBSITES
Shopped at: www.paigeusa.com, www.aliceandolivia.com, www.freepeople.com

Pros:
Brand specific
Easy to find what you want (if you know it)

Cons:
Limited variety

Brand Websites – Overall Rating: 3.5 (out of 5)
These websites are great if you’re looking to wear a brand head to toe or if you already know what you want and are not interested in seeing other options. It’s quick and easy, but if you have the time it’s smarter to find what you want on the brand website and then try to find it on a store website where you are more likely to find a “deal”. Purchases: None!