Abercrombie & Fitch launches online across Asia

Global fashion retail group Abercrombie & Fitch (A&F) has rolled out ten new eCommerce sites across Asia, catering for its A&F and Hollister brands.

The new sites serve China, Hong Kong, Japan, Singapore and Taiwan, with all of them having been mobile-optimised through responsive web design.

Cloud commerce solutions provider Demandware was selected by the retailer to deliver the new sites, with the tech company providing a central platform for managing multiple sites. A joint statement from the companies said that Abercrombie & Fitch's corporate eCommerce team can use the system to maintain control over the brand experience, while building in unique requirements for each geography.

Demandware LINK solution partner SapientNitro led the development effort, while the retailer also leveraged pre-built integrations that are available through the Demandware LINK Technology Marketplace, including Adyen, Translations.com and Worldpay.

Billy May, group vice president of digital and direct-to-consumer at Abercrombie & Fitch, commented: "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 localised for each region."

Abercrombie & Fitch is currently on the search for a new CEO following the resignation of the outspoken Michael Jeffries at the start of December. The company's non-executive chairman Arthur Martinez has assumed the role of executive chairman, and he is overseeing the group's strategy until Jeffries' replacement is appointed.

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