The Six Characteristics of E-Commerce Websites

Home Page

Addressability

none

Interactivity

none

Memory

none

Control

Shoppers are able to filter products by category only.

Exp: Jackets, Hats, Shirts, etc. 

Accessibility 

Supreme does provide information about the company's origin and culture 

under their 'about' section. 

Digitalization 

Great product images but only display flats. 

Great HD Videos that embody the company culture. 

Analysis

Supreme does not include Addressability, Interactivity, or Memory characteristics into their website. This is a conscious choice that will be discussed more under the value proposition portion of this blog. Since they do not carrylarge quantity of products, their current control aspects work perfectly fine. The image quality is wonderful, but I do believe they could show the back of an item when hovering over the image. When you click 'shop'from their homepage, you are just shown a preview portion of productinstead of an entire image. It is only when you click 'view all' that you 

see a full image. I do believe they have done this for stylistic reasons, but the preview view is not a practical way for people to shop. As a frequent online shopper, I enjoy when websites have addressability and memory, but I do not believe that these factors are important to the Supreme customer.

Web Store Images

Initial 'Shop' Page

'View All' Shop Page