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Shopping for jeans just got a little easier on Shopbop.com.
This story first appeared in the June 12, 2008 issue of WWD. Subscribe Today.
The Madison, Wis.-based online contemporary e-tailer has launched its first video guide focusing on denim. Called “How to Buy Jeans,” the video showcases Shopbop’s in-house team guiding the customer through finding the perfect pair of jeans.
“The idea is to walk the customer through the jeans department with the service they could get in a department store,” said Alana Goldsmith, Shopbop’s denim buyer. “Being entrenched in the marketplace, we are privy to information on particular styles, washes and fits that the consumer would find helpful to discovering their perfect pair of jeans.”
The video guide is hosted by Shopbop’s style director, Morgan Wendelborn. She navigates three different body types — curvy, petite and regular — as models try on different jeans brands, styles and washes. Wendelborn outlines to the viewer why each pair is suited for their body type and explains technical elements that are figure-flattering. Rise, inseam, fabric content, pocket placement and wash are a sampling of elements explored.
“A huge percentage of our business is in denim, so we felt it was important for us to invest in the segment,” said Erin Crandall, head buyer at Shopbop. “This details and explains the trends and shows viewers that maybe they can try a pair of jeans that they wouldn’t normally think of trying.”
Crandall said the videos will be updated as new trends in denim arise. The video guide will also be available on YouTube, Facebook and MySpace.