S hopbop are changing the e-commerce game with a new look, a new logo and a new direction in experience-led digital shopping. The fashion platform, which was acquired by Amazon in 2006, and currently have over 1000 brands in their portfolio to purchase, have officially revealed their refinement to Buro 24/7 Middle East, with Shopbop's Chief Executive Officer Darcy Penick saying: "We remain hyper focused on being an indispensable daily resource for style inspiration and fashion discovery for our consumers and are committed to playing a unique role in guiding our customer's style."

The digital game is changing fast! How do you predict this new direction will steer you into the future and what will be the immediate effects of Shopbop's market position?

In our business, we pride ourselves in always listening to our customers first and foremost, making sure that we consistently have a two-way dialogue with them to better understand what it is they are looking for from us as a brand and a global retailer. Simultaneously, we also understand that this kind of conversation must also be coupled with strong data to help us make the right decisions with them in mind.

Throughout our 17 years, we have taken a step back often to make sure that we do stop and listen (we have refined our brand several times since we launched in 2000) and continue to host that dialogue and utilise data to gain clear insights from our customer (through both qualitative and quantitative feedback) that helps us to identify exciting and challenging opportunities for our business. In doing so, we were able to further refine and leverage what customers love best about shopping with us: trusting our perspective on trends, introducing them to new brands, delivering daily new content and product, providing an unparalleled user experience, and helping guide their unique, personal style.

The Middle East is an emerging digital market. What is the Shopbop vision for the region over the coming year?

We find that our Middle East customer really responds to the trend driven product that we are focused on sharing around the globe. We continue to invest in market specific content on localized social channels — namely Instagram (@ShopbopME) — to engage our Middle East customer.

To launch the new look, Shopbop have tapped fresh new faces Sasha Kichinga, Anne Mila, Line Brems and Melodei Valexaire who showcase the 'Make Shopbop Yours' campaign, the first move in what Penick says "best positions our brand for the future".

Shopbop

Shopbop

Discover Shopbop.com's '17 look (above) — think monochrome and orange with hints of peach, pink and gray — and sign up for their newly launched loyalty program too.