Similar to Kate Spade’s site makeover last year and Oscar de la Renta’s earlier this month, Shopbop’s new site places a greater emphasis on editorial content. The company’s lookbooks and features, of which it produces several each week, are displayed front and center on a cleaned-up landing page. Product images are 60% larger and shoppers can now also watch videos of products on models for a more comprehensive view.
Shopbop’s editorial team now has about five full-time staffers, including fashion director Treena Lombardo, who was poached from Allure magazine earlier this month.
As part of the promotions for the new site, Shopbop will release a video featuring designers Rachel Zoe and Stacey Bendet of Alice + Olivia, as well as style bloggers Leandra Medine of Men Repeller and Atlantic-Pacific‘s Blair Eadie, among others, on Sept. 5. The video will be accompanied by a browser-based game where players can “launch” one of the featured designers, stylists or bloggers towards Shopbox boxes in a variety of settings. It’s a little odd, but also cute and designed to be humorous (which, for fashion brands, is a good thing).
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