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NEW YORK — Kate Spade unveiled a redesigned Web site Wednesday, adding greater editorial content to its previously e-commerce-focused site.

The new will fuse a 50-50 ratio of shopping and editorial, according to digital marketing manager Cecilia Liu. Previously editorial content occupied just 15 percent.

This story first appeared in the March 10, 2011 issue of WWD. Subscribe Today.

Now, when users arrive at the homepage, they are welcomed with a split screen that gives them the option to “shop” or “play.” The latter takes them to an image-driven, behind-the-scenes world of the brand. Consumers will also be able to engage in content such as company projects, partnerships, events and ad campaigns.

“We have kept ‘Behind the Curtain,’ our previous content section that many of our fans have become familiar with. We’ve also kept our popular ‘Things We Love’ feature, but we’ve added loads of other categories, namely ‘The Weekly Spade’ color blog and pieces on our partnership with Women for Women International,” Liu said, adding the brand tapped digital agency Createthe Group for the initial redesign. “Our internal creative team manages the content day-to-day, so that means every piece of artwork, banners on the blog and all of the artist collaborations.”

The updated site includes an enhanced shopper experience — courtesy of PFSweb, digital marketing agency Blue Moon Works Inc. and e-commerce platform Demandware — as well as a mobile site. Search options are now more detailed, product photography has improved and the checkout process has been reduced to a fraction of the steps for users.

Compatibility with social media platforms is paramount to the brand, and tools that connect to Facebook, Twitter and Tumblr were given prime real estate on to enhance sharing among users.

“A big driver of why we wanted to go in this direction is because all of this stuff has been going on within the company for ages — and now that so many more people are online and there are so many points of contact online, we’re able to consolidate all this behind-the-scenes material into one place,” Liu said of the company’s decision to bolster the amount of editorial content on the site. “We’re hoping it connects people better to the brand and in turn will help business organically.”

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