Shopbop rebrands for better consumer experience

Amazon-owned Shopbop has launched a brand refinement plan that includes changing the logo and brand color palette, updating the e-commerce consumer experience, and launching a loyalty program.


Shopbop updated the online consumer experience by adding more photos and information onto product pages. The company amplified the lighting and increased its commitment to styling to draw traffic to recommended brands, items and trends. Navigation has also been improved for a better comprehensive shopping experience from discovery to checkout.

In an official statement, the brand explained Shopbop's new logo "perfectly captures the refined aesthetic and spirit of the brand." The new color palette centers around the brand's heritage color of orange and incorporates peach, pink and cool gray as well as white and black. The branding will now include bolder fonts designed to support the refined aesthetic the brand wants to convey.

Shopbop also kicked off a new loyalty program as part of the rebranding. Customers who join the program will gain access to early product launches, birthday discounts and special events and sales.

Shopbop CEO, Darcy Penick said, "After taking a close look at who we are as a brand, we made a decision to reimagine our look and feel... [to] best position our brand for the future."

To kick off the new branding, Shopbop has launched its Fall 2017 campaign called "Make Shopbop Yours." The campaign features models Sasha Kichigina, Line Brems, Melodie Vaxelaire and Anna Mila showing customers how to make unique looks that express their individuality. The fall campaign will roll out digitally as well as in print through taxi tops and street posters.

Shopbop currently offers 1,000 brands online. It was originally started as a brick and mortar store in Wisconsin in 2000 and became one of the forerunners of e-commerce curated style. Amazon bought it in 2006.

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