Innovative E-Commerce Systems

Shopbop has a browser-based video game called Launch Pad where players can “launch” one of the featured designers, stylists or bloggers toward Shopbop boxes that are waiting in a variety of settings including a wardrobe, New York City, and a fashion show. It's their version of Angry Birds, and parodies the site's mission as a launching pad for new designers.

Shopbop also has a mobile site for mobile phones and the iPad. 

The website has links to all the social networks they use. Followers and subscribers are constantly updated about new arrivals, the latest trends, and different looks.

Marketing Campaign: She's the Bop

The marketing campaign will be promoting the Spring 2013 Collection, starring 4 Fashion It Girls of the moment, named the 'She's the Bop' girls. She's the Bop is an extension of the Shoptalk Blog feature of the same name. 

All of the She's the Bop girls have different styles, and I want to introduce the idea of different ways to style the merchandise on Shopbop.com with people any girl can relate to, whether she has gothic style or is preppy.

I want to use Fashion It Girls because, like Shopbop's customers, they don't look like they've stepped out of the pages of Vogue. Yet they can influence what we wear and how we wear it as much as any trendsetting designer.

Fearne Cotton: High/Low Fashion

Fearne Cotton is a radio and TV host, best known across the pond for her segment on BBC Radio 1. Her unique style ranges from ’70s-style floppy hats and headscarves to sharp suits with bow ties. Mixing high end with high street, Cotton always looks kind of perfect.

Zani Gugelmann: Urban Chic

Whether its Christian Louboutin motorcycle boots and black skinny jeans on the street, or a sweeping floor length gown worn with a leather jacket at night, Zani Gugelmann’s style is the epitome of urban chic. She’s a staple on the New York City social circuit and her jewelry line, Filigrana by Zani, is a celeb favorite.

Cara Delevingne: Girly Tomboy

Delevingne follows in her older sister Poppy’s It-girl footsteps. With just one pre-fall show and a gig for UK brand ASOS under her belt, the 19 year old snagged the latest Burberry campaign. 

Abigail Spencer: Feminine Geek

Known for her role as Suzanne Farrell on Mad Men, Spencer has taken the red carpets by storm lately by pairing thick-rimmed geek glasses with feminine dresses. All too often when actresses take wardrobe risks, the results are less than chic, but this one’s got it right. 







Ferne, Zani, Cara, and Abigail will meet with Shopbop's team of stylists and choose five of her favorite looks offered on the site.  The stylists would then hold a photoshoot, and collaborate with the girls to create a lookbook featuring their top five items.  This lookbook will then be featured on ShopTalk, Twitter, Facebook, Instagram, Pinterest, and YouTube.  The lookbook should also follow a marketing strategy outside Shopbop, such as appearing in Vogue, Instyle, the NYT, NYMag, and other top women's fashion blogs.

In addition to the 5 looks, the four fabulous fashionistas will curate all of their top wardrobe picks for the e-tailer, which will appear under each item. They will deliver style picks and tips to shoppers, sharing information through how-to videos and more.








The She's the Bop girls will go on a cross country tour to share the new collection with cities across the U.S. Shoppers who pop by the Bop Airstream RV in their city will receive exclusive in-person discounts and get access to style tips from the She's the Bop girls.

Globalization

Works with more than 500 international brands.

Has online stores for 165 countries.

Shown on Homepage

Every country has different cultures and values so the websites are designed differently. After selecting a country, the website changes the language, the currency, the images on the homepage, and the layout. 

International shipping and returns are also offered, and customers can communicate with customer service in six languages: 

French

German

Spanish

Japanese

Simplified Chinese

Korean

Supply Chain

Shopbop has one of the most scalable supply chain executions and warehouse control systems in the industry.

Warehouse
Madison, WI

To gain customer loyalty and repeat sales, Shopbop has the supply chain to do many things in real-time and achieve a very high degree of accuracy. To track orders and inventory with faster put-away, they keep all of the merchandise in one 210,000-square-foot warehouse in Madison Wisconsin.

Headquarters
Madison, WI

To ensure the supply chain is efficient, Shopbop uses The Warehouse Librarian system. Through their supply chain system, they maintains an up-to-the-second record of inventory with exceptional accuracy. Inventory is validated when a customer purchases, and Shopbop immediately ships the item from the warehouse. This form of operational excellence enables Shopbop to consistently exceed customer expectations.

Headquarters
Madison, WI

Headquarters
Madison, WI

Their database is so complex, and their supply chain so large, that having a multi-facility management and distributed databases are crucial. Their corporate offices are across the street from the Warehouse in Madison, WI. Departments that are located here are

Software Development 

Customer Service

Warehouse/Logistics

Graphic Design

Photo Studio

Copywriting

Merchandising

Image Retouching

Finance

Human Resources

Marketing Traffic

Office
NYC

Office
NYC

The departments located at the NYC offices at 584 Broadway are

Editorial

Buying

Planning

Marketing

Public Relations

Brick and Mortar vs Website

Brick and Mortar: BOP LLC.

Bop is the only brick and mortar store to Shopbop.com. Due to the lack of square footage, Bop carries less on-hand merchandise than Shopbop.com and maintains lower merchandise assortment, carrying just 75 designers. The average price point is much lower as well, because the store doesn't cary the high fashion designer collections as the e-commerce company does. The store is located in Madison, WI so while their targeted customer is still fashion-savy, styles carried are still more conservative than those of the e-commerce company.

The same goes for the overall asthetics of the brick and mortar vs. the ecommerce company.  The brick and mortar maintains a much more conservative and outdated logo and design.  

Bop Interior

Bop Windows

E-commerce: Shopbop.com

Shopbop Homepage

As shown above, the e-commerce company operates very sleek, stylish web design for their store.  They represent the merchandise sold, where as the brick and mortar store design almost devaluizes the merchandise.  They don't operate any multichannel marketing concepts, as I had to perform extensive searches to even come across that there was a brick and mortar store.  Without research, you would never conclude the two are the same company.