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SHOP PURPLE: Purple magazine has given its Web site a fresh coat of paint, and it has a deeply commercial shade. With today’s launch of the redesign, visitors can shop at the new online boutique, check out staffers’ picks for art exhibitions in different cities, browse the current issue as well as previous ones and search fashion shows from seasons past. With Purple’s 20th anniversary happening in September, Olivier Zahm decided the time had come for an upgrade. Site director Paula Goldstein said Thursday, “The summer is a really frenetic time for the magazine, and we decided to take the creative energy that comes with putting together a new issue and use it as an impetus to launch the site.”

With input from Meri Media and Neverbland, Purple claims to be the first online magazine with a shopping tool that allows users to jump from an editorial page to the point of purchase to buy a product with a simple click. By clicking on boutique icons, visitors will see zoomed-in thumbnail images and information about the items featured in diary entries. There is also a heart icon to mark them, add them to a personal selection page or share the product via Facebook, Goldstein said. These images and names of products will be linked to their own page within the boutique. Users will be able to navigate through products by most popular, most recent, brand, through keyword search and item categories.

This story first appeared in the June 1, 2012 issue of WWD. Subscribe Today.