Categories: Fashion, Designer, Clothes, Abercrombie,

Recently, I was chatting with one of my fashionably aware clients about an ultra mod new clothing line by Abercrombie and Fitch, called Ruehl.

As a recovering designer clothes addict, I quickly asked her to spell out the company's name, R-U-E-H-L. But when I typed the letters into my browser, I was immediately discouraged, and turned off by the site’s lack of élan.

For impetuous online fashion obsessives like myself, instant gratification means eyeballing haute couture that will inspire me to act impetuously. The problem with the new Ruehl site is how it's mystifying their clothing line.


On Ruehl's location page, there are 11 stores throughout the United States... but without any fashion. The backdrop is comprised of a dimly lit fireplace, unidentifiable clothing and murky purses adorned on a mahogany stained armoire (without even a hint of the store’s fashion line).

Even if I wanted to visit the store to plan my next shopping binge, the site neglects to conjure my motivation to leave the sanctity of my office for an afternoon interlude.

Most fashion conscious need their appetites to be whet. Ruehl, I believe your advertising/marketing department is missing a major component of your site, visual stimulation. As you know we women love to shop, but we need more motivation than a few well-shot, stark images. (This commentary was submitted to Ruehl...stay tuned for their feedback).

Holly Bentz
Writer/Proprietor
Alerts For Consumers
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