Eddie Bauer

http://www.eddiebauer.com/eb/default.asp

Intended audience
People like casual, sporty and/or functional outfits and gears with reasonable price.

Usefulness of content
Pros: Size description, by inch and by centimeter. It is really helpful for people from nations using metric system (me either). It is important if an apparel company is thinking about global business/ international market. Each merchandise, except for some sale items, has three pictures at least (main, alternative, details). In larger view, viewers are able to see other available color with “entire” clothing (websites sometimes show only “color sample” or zoom-up of a part/surface of the clothing, so viewers are not easy to image the clothing in alternative color). “Tops by fit” and “pants by fit” are kind to customers who search specific fit (tight/moderate fit or loose).

Cons:
Many sale items have only one picture (main). Outlet sections (eddiebauer.com) are not included in the website; viewers must leave the site if they want to go to the outlet page.

Consistency of design
Little busy looking, perhaps many explanation words/copies on the photos, but generally consistent. The top of the page always lists sections (men, women, gifts …), and the left always icludes categories (outerwear, sweaters …). The background (outside of the page) is designed well; now is pine trees and snow, matching with the season.

Ease of navigation
Quite good. One of the easiness in this website is customer service section. The listing regarding customer service is very-detailed and well-organized. It is a “at-a-glance” list and viewers are easy to find information they need. Each information links to each page so viewers are able to jump directly to any information they want to know with just one-click; usually customer care sections at websites crammed all the customer-related information in one page. In addition, it is good that “Catalog Quick Order” “Eddie Bauer Friends (rewards program)” “Eddie Bauer E-mail (mailing list)” “Store Nearest You” are on the home/top page. People who look for these sections probably want to do quick search/access. Plus, every page has “search” box. This is customer-friendly.