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Global online fashion retailer rebrands

Shopbop, a global online fashion retailer owned by Amazon, has launched a brand refresh across all consumer touchpoints.

The US-based retailer last week updated its logo, homepage and product page design, site navigation, recommendation tool, packaging and checkout process, and introduced a new loyalty program.

Shopbop CEO Darcy Penick said the changes will better position Shopbop for future growth.

“I am thrilled to introduce Shopbop in its newest iteration. After taking a close look at who we are as a brand, we made a decision to reimagine our look and feel to better service our customer, and best position our brand for the future,” Penick said in a statement.

The new look and feel extend from the company’s logo and colour palette to the website’s product pages, where enhanced photography, lighting and styling better spotlight featured items, brands and trends.

The online retailer has introduced technical updates, including enhancements to its site navigation, search utilities, product recommendations, email layout and checkout page.

It also launched last week a new global loyalty program, with a full rollout to come in October 2017.

Loyalty members will receive benefits like early access to new product and sales, birthday discounts and invites to special events, with no minimum spend to participate in the program.

Founded as a single bricks-and-mortar boutique in 2000, Shopbop has become a global online retail destination with a selection of ready-to-wear and accessories from over 1,000 established and emerging designers.

As part of its continued bid to attract international customers – it already offers free global shipping – Shopbop now also offers Alipay as a payment option.

The company launched the brand refresh alongside its new Fall 2017 campaign, ‘Make Shopbop Yours’, which encourages consumers to embrace key trends on their own terms.

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