August 31, 2012, 5:02 PM

Amazon’s Shopbop updates its e-commerce style

The women’s apparel e-retailer adds videos and editorial content.

Lead Photo, an e-retailer of women’s apparel, shoes and accessories that is owned by Inc., has redesigned its e-commerce site in advance of September’s New York Fashion Week.

The site features product images that are 60% larger than previously and a Facebook tab that offers shoppers content related to fashion. Other features include a new Shopbop logo, what the e-retailer calls a “re-invigorated blog with expanded content” and more editorial content, including a “daily fashion message” from the e-retailer’s recently appointed fashion director, Treena Lombardo. Those messages might highlight trends, for instance, or show women how to wear runway styles. Product pages also have videos that play automatically and show models moving in apparel, as though they are on a runway.

Shopbop also says it has redesigned its mobile sites, including for the iPad.

"The customer today is more sophisticated and educated in fashion,” says Jeff Yurcisin, Shopbop president. “Our objective is to show the product to the customer in the most compelling way. The adjustment in the background and the addition of video allows us to offer her a ‘virtual’ in-store experience on site, while enhancements in our social media and mobile sites create a holistic brand experience across platforms."

Shopbop launched in 2000, according to its web site. Amazon, No. 1 in the Internet Retailer Top 500 Guide, bought the e-retailer in 2006 and continues to operate it as a stand-alone site not tied to

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