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Stella McCartney launches UK ecommerce site

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Fashion designer Stella McCartney has launched into the UK ecommerce market – first stop on the road to online expansion into Europe.

Until now the designer has only sold online in the US, but the launch of now comes ahead of a move into eight more European countries scheduled by next spring.

A new iPad application with its own dedicated content is also to launch soon.

The online site, which also marks a relaunch for the US site, brings a catwalk photographic style to the designer’s range of ready-to-wear clothing, accessories, and lingerie. Shoppers can select ‘by look’ while a personalised concierge-style service mirrors that available in flagship stores. ‘Reserve in store’ allows visitors to reserve an item online to pick up at a store of their choice, while social networking through Facebook and Twitter is integrated throughout the website and a ‘like’ option can be used to tag favourites within the site.

Editorial-style content includes Stella’s Picks, where the designer’s favourite pieces are highlighted, and a What’s New section. Stella’s World contains behind-the-scenes photography from events including fashion shoots and catwalk shows. The homepage also features drawings by artist Barry Reigate.

Led by Stella McCartney, daughter of the Beatle Paul McCartney, the retail company has 13 stores including London, New York, Paris, Milan and Tokyo.

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