Abercrombie & Fitch Expands Direct-to-Consumer Capabilities with IBM

Abercrombie & Fitch is working with IBM to transform its online business across all its brands. Using IBM's WebSphere commerce platform for its branded storefronts, both domestically and internationally, the retailer plans to expand its direct-to-consumer capabilities and drive its e-commerce business to $1 billion.
"Abercrombie & Fitch and its portfolio of brands including Abercrombie & Fitch, Hollister Co, abercrombie kids and Gilly Hicks is growing its e-commerce and cross-channel operation dramatically in the coming years," says John Deane, CIO of Abercrombie & Fitch. "We require a world-class solution that will scale over time, bolster international expansion, and support cross-channel commerce. IBM's e-commerce and order management solutions meet our requirements for infrastructure, scalability and future growth."
Abercrombie & Fitch is adding IBM order management software, which includes call center functions for accessing and updating customer orders, to provide the retailer with the operational foundation it needs to move toward providing seamless, integrated cross-channel solutions.
"Consumers are becoming more connected, and more demanding in their expectations of how they interact with retailers," says Craig Hayman, General Manager of IBM. "The steps Abercrombie & Fitch is taking will help it continue to deliver quality merchandise and provide a unique shopping experience that will deepen its relationship with consumers."
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