E-Commerce Now 10% of Abercrombie & Fitch Business; Online Up 32% in Q3

With fast-growing e-commerce sales now accounting for 10% of Abercrombie & Fitch's total business, the retailer is making important investments in both online and mobile technology to continue the positive momentum.

What the apparel retailer terms its direct to consumer (DTC) business is up 40% year to date, with both international and domestic business up strongly, according to Abercrombie & Fitch chairman and CEO Mike Jeffries. "The direct to consumer business now represents around 10% of our business, and we continue to believe strongly in the growth opportunity it offers," said Jeffries during a recent conference call discussing the retailer's third-quarter financial results, which included a 32% increase in DTC sales compared to the same period last year.

Jeffries identified key DTC upgrades that have taken place or are in process: "We have launched mobile sites…improved the shopability of our sites, and are adding much stronger analytic capabilities, and are experimenting with paid search and other initiatives," he said. "We have also invested in country-specific websites in each of the countries where we currently have store locations."

Abercrombie & Fitch had a strong third quarter overall with $886 million in sales, an 18% sales increase over the same period in 2009, and comp store sales increases of 7%.

For related content see: Abercrombie & Fitch Launches Mobile Storefronts