By  on July 21, 2009, the Madison, Wis.-based contemporary online fashion store, has launched a new look and upgraded functionality.

The new site, which officially made its debut on Monday, introduced elements such as the “Shop Your Style” section, where customers can browse looks within five mini boutiques — classic, edgy, bohemian, girly and casual chic.

There’s a “Shop by Occasion” area of the site, where shoppers can search for items specific to the event for which they are looking to dress — the office, summer wedding, black-tie affair, weekend essentials, night out or beach vacation. In addition, with the new “Quick Find” feature, customers can shop by designer (choosing as many of their favorites as they want) and by price, an element shoppers have been requesting.

“We have listened to the customer feedback collected over the years and have been driven to create the right experience,” said Jeff Yurcisin, general manager at “What we found is that they wanted to see more edited selections, such as the ‘Shop by Occasion’ section.”

Yurcisin said the entire site was revamped in-house over the last 100 days, and preliminary feedback has been positive. Customers particularly like the larger photographs, which allow them to see more detail in the clothing, he said. In addition, customers are reacting to the increased showcasing of editorial features and online look books, which highlight some of the season’s best trends.

Over the past 10 years, has developed into a site showcasing everything for the woman’s wardrobe, ranging from clothing to accessories, jewelry and shoes. The site offers a broad selection from more than 100 designers in the contemporary category, including Alexander Wang, Vince, Juicy Couture, Alice + Olivia, J Brand and Rachel Pally.

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