A screenshot of Mytheresa new website homepage

NEED FOR SPEED: In a bid to keep up with an increasingly time-starved, mobile-loving consumer Mytheresa.com is launching a faster, more responsive Web site that allows for the full brand experience on any device the customer uses, WWD has learned.

The company has also relaunched its iOS app, which first debuted in 2011. It can be downloaded on iTunes free of charge, while an Android version will be available in early 2016.

An announcement is expected this week.

According to the retailer, all customer services on the new site have been optimized for mobile devices, while fashion and editorial images can be shared easily via social media buttons.

On a desktop the new responsive design allows for the display of large retina, or higher-resolution pictures. The Web site pages also load faster, and the checkout process has been optimized further.

Michael Kliger, president of Mytheresa.com, said that nearly half of the retailer’s Web site traffic comes from smartphones and tablets.

“This development is a fundamental shift in how we offer our services across all devices,” he said. “Users are now able to reach our content faster with a refreshed design that automatically adapts.”

Kliger added the latest design has been built from the ground up, and will enable Mytheresa.com to release more easily new features, improvements and updates.

“We can do this more often in response to our customers’ feedback,” he added.

The app, meanwhile, includes a newly installed menu bar for easier navigation, a clearer overview of customers’ account information, wish list, address book and a full history of past and current orders. The new app format also makes it easier for customers to filter and search, and to share images via social media.

The wish list feature alerts customers via push notifications as soon as certain pieces are back in stock, have gone on sale or are close to being sold out.

“Mobile traffic will clearly dominate in the years to come, leading to a fundamental shift in how we offer our services,” said Kliger.

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