Shopbop forays into fashion film with Launch Pad, ‘shooting’ the likes of Chris Benz & Thakoon to you

It’s not hard to believe that Shopbop launched 12 years ago, its one of the stalwart fashion ecommerce platforms that has clearly stood the test of time and is still growing. Its launch back in 2000 showed the brilliant foresight by its founders to create an online fashion store that has now grown to stock over 500 brands and was acquired by Amazon in 2006.

Last week saw a new look Shopbop unveiled which saw a refreshed homepage design with editorial content, the orange and grey phased out for a cleaner white look, larger product images, product videos and a mobile and iPad friendly shopping experience.

“Shopbop is at the center of the convergence of editorial and commerce. The site redesign is an output of the belief that we serve as much as an editorial destination as a commerce destination,” said Jeff Yurcisin, President of Shopbop. “The customer today is more sophisticated and educated in fashion. 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.”

As part of the redesign, Shopbop have also launched a very amusing fashion film (watch it above), aptly named ‘Launch Pad’ in reference to how it’s the online stores mission to be a launching pad for designers. Though a little late to join the short film/video phenomenon that has swept the world of fashion in the last two years, Shopbop can be forgiven for its tardiness since this film brings a smile to our face and literally made us laugh out loud when we first watched it.

‘Launch Pad’ stars a cast of fashion designers, stylists, celebrities and bloggers including Thakoon, Rachel Roy, Chris Benz, Stacey Bendet, Rachel Zoe, Leandra Medine, Blair Eadie, June Ambrose, La La Anthony, Camilla Belle and Hanuk Hanuk. The film sees some of America’s top fashion designers being launched out of human catapults to deliver Shopbop orders to the customers.

Tying in with the ‘Launch Pad’ film is the new fashion game Shopbop have created, inspired by the the phenomenon that is Angry Birds. Much like the fashion film, it’s the players goal to ‘launch’ avatars of the aforementioned designer/stylist/blogger to ‘pick up’ the Shopbop boxes that are waiting in the wardrobe, New York City and a fashion show.

We had a quick play of the game at the Shopbop Pop Up store in Sydney today and quickly became addicted – so much so we came home and made a top score of 22,034. See if you can beat it here!

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