International Business Machines Corp. : Abercrombie & Fitch Expands Online Business With IBM Smarter Commerce

) announced that specialty retailer Abercrombie & Fitch Co. (NYSE: ANF) is working with IBM software to help the company transform its online business to achieve the speed, efficiencyadaptability of Smarter Commerce. The initiative is part of Abercombie's strategic goal to expand its Direct-to-Consumer capabilitiesdrive its e-commerce business to $1 billion.

Abercrombie & Fitch Co.,its portfolio of brands including Abercrombie & Fitch, Hollister Co, abercrombie kids,Gilly Hicks, is growing its e-commercecross-channel operation dramatically in the coming years. We require a world-class solution that will scale over time, bolster international expansion,support cross-channel commerce. IBM's e-commerceorder management solutions meet our requirements for infrastructure, scalability,future growth, said John Deane, Senior Vice PresidentChief Information Officer at Abercrombie & Fitch Co.

With Smarter Commerce, IBM is definingleading a new market driven by the demands of rapidly shifting customer-buying patterns in the era of mobilesocial networks. Smarter Commerce helps retailers achieve brand intimacy by more effectively automating their purchasing, marketing, salesfulfillment processes to better serve their customers.

Abercrombie & Fitch is using IBM's WebSphere commerce platform for its branded storefronts, both domesticallyinternationally. The company is adding IBM order management software, which includes call center functions for accessingupdating 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,more demanding in their expectations of how they interact with retailers, said Craig Hayman, General Manager, IBM Industry Solutions. The steps Abercrombie & Fitch are taking to achieve Smarter Commerce will help it continue to deliver quality merchandise,provide a unique shopping experience that will deepen its relationship with consumers.

Founded in 1892, Abercrombie & Fitch Co. operates more than 1000 stores worldwide, including its namesake Abercrombie & Fitch, abercrombie kids, Hollister Co.,Gilly Hicks as well as e-commerce websites at , , .