FASHIONMALL GETS REFRESHED

Byline: Valerie Seckler

NEW YORK — Ben Narasin, chief executive officer of Fashionmall.com Inc., has a bad case of Boo fever: In the throes of retooling and redesigning Boo.com for its September relaunch, he got hot to remake various parts of the six-year-old Fashionmall.com, as well.
So, last week, Fashionmall.com launched fresh versions of its women’s and teen departments, and an updated take on The Edge, a trend-driven streetwear area added to the site just this spring.
The most significant changes were made in the women’s area, which, Narasin said, needed a cleaner look.
“The women’s [home] page had grown to the point of clutter,” he observed.
As a result, the site’s lengthening list of 35 women’s fashion tenants was split into two columns, making it easier to read, and was set on a lilac background, giving a softer look to the page than the former stark white backdrop.
The women’s area has been further simplified by eliminating some elements. Featured merchant links, for example, have been pruned to four — now Gap.com, Nordstrom.com, Homeportfolio.com and Jantzen.com — from the half dozen or more that it formerly highlighted. A link to The Edge feature also was removed from the entry page to the women’s section, while a new feature was added: Fashionmall.com’s top pick. Friday’s pick was a Jordan Schlanger sterling silver and 18-karat yellow gold ring, priced at $365, from Miadora.com.
Cleaner and more colorful versions of The Edge and teen sections also went live last week. The Edge now has an orange background on its entry page, more than a bit reminiscent of Boo.com’s home page hue, while the teen section sports a turquoise backdrop with a link to The Edge.
Coming to Fashionmall.com this summer, said Narasin, will be a new section showcasing catalogers, an area, he noted, that has been growing since the company hired Jon Sher in May, the first person it has dedicated completely to the sector. During the past few weeks, Fashionmall.com has added Eddie Bauer and Orvis.com as tenants, and Narasin expects to add Spiegel to the site this week.

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