shopbop.com Branding
Phew – what DIDN’T I do at shopbop.com? Brought on in 2004 to breathe some personality into this already successful yet under-the-radar online boutique, my focus was how to make shopbop feel more fashion authority and less e-commerce.
This was a top to bottom job, consisting of pulling together and managing a creative team, establishing a spankin' new philosophy for the photography and styling, creating their renowned LookBook and never-ending email campaigns, and finally redesigning the entire online store to a model that not only felt "luxury," but functioned with elegance and innovation. Now one of the top online luxury retailers, the site and brand has since become a much copied model within the online retail industry. The pace was frantic, the product was AMAZING, the production resources were non-existant, but the possibilities were still endless. My days at shopbop were by far some of my most creatively fulfilling to-date. It was fashion all day every day-Yaaay! And ohhh how I miss that employee discount.
The bittersweet proof of this success? Shopbop was purchased by amazon.com a month after I left to pursue new adventures in MPLS. Aw snap!
Photography credit for images below: Cris Comello
