The website shows products from every angle, including a roll over zoom button which enables the customer to view the item close up, as if they were looking at it in store. Information about fabrics used and a size guide is also incorporated onto the web page to make sure enough details are provided for the customer to make an informed purchase. Websites also have features which stores do not: such as being able to group products by which is a best seller and use incentives such as online exclusives. This is effective marketing used as it encourages Topshop customers to look at such exclusives and draws attention to other forms of communication they use to increase sales. Topshops website is quick to navigate around, it is rare for the website to crash and literally at the click of a button the shopper is able to view a whole product range. Some of their competitors aren’t as successful at this aspect of using e-commerce as their websites take a while to load and crash easily. River Island, competing in the same market sector often situated close by on the high street are a company which struggle with online sales: often when the company go in to sale and there is a high demand for products the site has been known to crash and also the use of a roll over image often fails. This is a flaw within their website creation which can be off putting for consumers and waste their time. Their overall website rating is a mere 2/5 (Review Centre, 2014), something in which Topshop can capitalize on. Topshops website is very effective and rarely receives criticism. A company which has mastered the website aspect of a fashion brand is ASOS as they are online only. One way in which Topshop could improve their website is too use the same visual tool as ASOS by having a catwalk preview: this gives the viewer a clearly insight into how a garment fits and how it fits. Another channel of communication that Topshop use to attract consumers is the use of social media: specifically Facebook. Featured on their website are links to their Facebook page, with the option to “like” a particular product, which will then appear on the news feeds of that persons Facebook ‘friends’. This is an effective use of digital communication via social media as it results in more people recognizing the brand. In 2012, Topshop were the leading retailer to use Facebook as a marketing technique with 2,400,191 followers- ASOS running second with 1,767,698 followers. Today Topshop are still in the running for a very popular following of 4,085,117 and this is a consequence of being so savvy with social media, making sure the content is something which customers are interested in. The viewer is able to locate their nearest store which is a result of developing technology, a great asset for the customer as they can access information fast.