SHOPBOP EXPANDS CHINESE REACH: Shopbop translated its e-commerce site and e-mail marketing initiatives into Mandarin last November — but the company plans to cater to the Chinese consumer even further. The Shopbop customer service team will launch a network with Chinese-speaking representatives that offer fashion and shopping support tailored to that market — which has seen “triple digit growth across the board,” since the Mandarin site launched almost six months ago, according to president Jeff Yurcisin.

Starting later this month, associates will be available through e-mail Monday through Saturday from 9 a.m. to 6 p.m. to answer inquiries that include order status, payment or sizing. Next month, the same service will launch via phone, and the retailer will also encourage shoppers to participate in Shopbop-hosted local live chats (in Mandarin). To celebrate, Shopbop will hold exclusive fashion presentations in Beijing today and Hong Kong on April 18 that will highlight key spring trends and international designers such as Alexander Wang, 3.1 Phillip Lim, Thakoon, Rag & Bone, Marc by Marc Jacobs and Rachel Zoe. “We have always focused on delivering what is new and what is next to the customer through the best site and service experience possible. As we continue to invest in the China market, we will pursue the same strategy. On the ground, customer service in China this spring is the next step in our ongoing commitment to serving the Chinese customer,” said Yurcisin.

This story first appeared in the April 11, 2012 issue of WWD. Subscribe Today.

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