Dive Brief:

• In a re-launch of sorts announced Thursday, Amazon is polishing up its decade-plus old fashion acquisition, Shopbop, with a range of updates to its brand and marketing, according to a Shopbop press release.

• The e-commerce giant acquired the Madison, WI-based apparel retailer in 2006. The company was founded as a single brick-and-mortar store in 1999 featuring several fashion labels, but also found success online.

• Changes include: a reimagined logo, a refined brand color palette, a new front page and product page design, a new loyalty program, revamped navigation and search utilities, product recommendation updates, packaging updates and checkout improvements, the company said.

Dive Insight:

Amazon’s most famous sub-brand, Zappos, has thrived on its own, helping boost consumers’ comfort with online shoe shopping by offering free shipping and free returns, as well as experimenting beyond retail with its unconventional "holacracy" management structure. 

Shopbop was acquired even before Zappos, but has been left mostly in the shadows, although former brand CEO Jeff Yurcisin, who is also vice president of clothing at Amazon Fashion, had been building the unit up in recent years. In fact, Shopbop has become well known within fashion circles — it's familiar to Fashion Week followers and it's a destination similar to Net-A-Porter. A new loyalty program aims to build on that. With no minimum spend to participate, customers now receive benefits like early access to new product and sales, birthday discounts, and invites to special events, among other perks.

The updated color palette now features black, white, and a signature orange (the Shopbop heritage brand color), along with a supporting tone of peach, pink and gray, the company said. The thin font has also been replaced with a bolder one.

"I am thrilled to introduce Shopbop in its newest iteration," CEO Darcy Penick, once Shopbop’s chief merchant, said in a statement. "After taking a close look at who we are as a brand, we made a decision to reimagine our look and feel to better service our customer, and best position our brand for the future."

At the same time as the rebranding, the company is launching its Fall 2017 campaign, 'Make Shopbop Yours,’ featuring models Sasha Kichigina, Line Brems, Melodie Vaxelaire and Anna Mila. According to the company, the campaign will span all digital channels — email, social media and homepage, across desktop, tablet and mobile — as well as outdoor media including taxi tops and street posters.