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Abercrombie & Fitch chooses Demandware for online market
Jan '15
Mike Jeffries led apparel retailer Abercrombie & Fitch, has selected Demandware Inc., an industry-leading provider of enterprise cloud commerce solutions, to expand its digital retail operations across Asia.

The retailer has launched ten new ecommerce sites for its Abercrombie & Fitch and Hollister brands with Demandware platform, serving China, Hong Kong, Japan, Singapore, and Taiwan. All the sites are mobile-optimized through responsive web design.

Demandware provides a central platform for managing multiple sites, enabling the Abercrombie & Fitch corporate ecommerce team to maintain control over the brand experience, while working with regional resources to adapt the sites to the unique requirements of each geographical condition, according to reports.

Billy May, GVP of digital and direct-to-consumer, Abercrombie & Fitch said, “We selected Demandware because it’s a powerful, agile solution that enables us to get into new markets quickly without extensive overhead. With Demandware, we gain the speed, agility, and operational efficiencies of a cloud platform, with the merchandising control and international capabilities required to deliver a shopping experience that is true to our brands, and appropriately localized for each region.”

Jeffrey Barnett, COO of Demandware said, “By leveraging our proven cloud infrastructure, Abercrombie & Fitch was able to overcome many technical, operational and regulatory challenges that retailers normally face when expanding into China and other markets across Asia. With the Demandware platform, the retailer has established a localized digital presence quickly and cost-effectively.”

Demandware, the category defining leader of enterprise cloud commerce solutions, empowers the world’s leading retailers to continuously innovate in the complex, consumer-driven world.

Abercrombie & Fitch Co is a leading global specialty retailer of high-quality, casual apparel for men, women, and kids with an active, youthful lifestyle under its Abercrombie & Fitch, Abercrombie kids, Hollister Co. and Gilly Hicks brands. (GK)

Fibre2fashion News Desk - India

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