Shopbop looks back on 20 years of fashion

Online retailers have changed the way people shop. Especially for fashion. From greater product availability and 24-hour access, to bold new brands and easy, to-your-door shipping, e-shopping experiences can offer, frankly, what many bricks-andmortar-only shops can’t. Shopbop is one such online retailer leading the charge.

The American company’s online boutique has long offered shoppers — in Canada, too — access to up-and-coming brands and old favourites in ready-to-wear, accessories and more. Hot off the celebration of its 20th anniversary, we caught up with Shira Suveyke, the brand president of the company, to talk style, online success and what’s changed.

Q For those who aren’t familiar, what is Shopbop?

A Shopbop is the global online retail destination for style inspiration and discovery, offering women all over the world a comprehensive handpicked selection of ready-towear and accessories from over 1,000 established and emerging designers. Debuting new arrivals, compelling editorial content and styling guidance daily, we provides world class customer service and fast, free global shipping worldwide.

Q How has it evolved since it began 20 years ago?

A We’re thrilled to be celebrating this important milestone with our customers, to whom we owe our continued growth and success. We began in 1999 as a local brick-and-mortar store in Madison, Wis., called “Bop,” and today we offer over 1,000 established and emerging brands to customers in over 180 countries. Over the past two decades we have discovered and launched countless brands, founded East Dane, our brother site, and created a best-in-class shopping experience for our global customer. We have and will continue to build something that is important to our customers, something we are incredibly proud of.

Q To what do you attribute its success as an online retailer?

A Shopbop has prioritized innovating on behalf of our customer above all else. This has intentionally led us to invest in providing the best possible online shopping experience for our customer. Our objective has been simple since the beginning: to be our customers’ destination for style inspiration and fashion discovery.

Q How do you choose the brands that are on offer?

A We know our customer is a buy-now-wear-now, trendfocused shopper. She prioritizes her personal style and depends on Shopbop as a trusted adviser and ultimate curator. Our buyers and fashion team scour global markets for the next emerging brands and the upcoming trends that will delight our global customer. With this in mind, we crafted a thoughtfully selected assortment at the recent and first-ever New York City pop-up.

Q Who is the target customer? A She’s a global, trend-obsessed woman!