NEW YORK — Zeroing in on Russia as a key market, Shopbop is launching a Russian-translated site today.
The Russian site, ru.shopbop.com, is Shopbop’s third locally-translated site in addition to the English and Mandarin versions. As for why Russia, why now, “We recognized it’s a fast-growing online shopping market in general. There is a strong audience for fashion and within Europe, it’s one of the biggest online audiences,” said Darcy Penick, Shopbop’s chief merchandising officer. “We have seen growth in our business and that the customer in Russia who really appreciates fashion is really engaged across major brands and Shopbop already. We’re really looking to improve their current experience by speaking to them in their local language.”
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