Shopbop, anAmazon-owned retail site for upscale and contemporary women's fashion, took the wraps off a redesign earlier this week. Similar toKate Spade's site makeover last year andOscar 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 waspoached fromAllure 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 ofMen Repeller andAtlantic-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). Shopbop carries 500 brands and attracts nearly 10 million unique visitors per month. It's run as an independent company under Amazon. Amazon's other fashion properties include daily deals site and Gilt competitorMyHabit.com, which expanded into luxury designer and plus-size womenswear earlier this year, as well as footwear retail sitesZappos.com andEndless.com. It acquired Shopbop in 2006. Read more:http://mashable.com/2012/08/31/shopbop-redesign/ Amazon's Shopbop Unveils Content-Focused Redesign To read more on this topic click here
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