By  on April 23, 2009

Joe’s Jeans is looking to make its online strategy about more than generating sales.

The company has launched a redesigned Web site management hopes will forge deeper relationships between the brand and its customers. It is adding a blog and Joe’s Jeans TV to give exposure to founder and creative director Joe Dahan, take customers behind the scenes on photo shoots and create a community around the brand. Online sales will be a part of that customer experience, but management insists it isn’t the site’s reason for being.

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