Phil Green's web-development elves have been gettin' busy by the looks of the new pimped-up Arcadia websites. Topshop, Topman, Miss Selfridge, Wallis et al have been given a slick - suspiciously 'Net-A-Porter' style makeover, having seemingly adopted their streamlined template of a horizontal navigational menu above a large glossy landing image.

The refurbished features include improved navigation, videos and improved product viewing angles. “The new sites give a much bigger canvas for the chains features, images and video" brags Simon Pritchard, Arcadia's E-commerce Director. "We want to make these sites real destinations for content and fashion.”

Nosing through the new Topshop.com, the moodboard style deconstruction of each of their collections is a really inspired move, as well as the styling advice and key-piece navigation. All the sites follow an engaging, magazine-esque format that seem to be built around personality rather than a clinical e-retail store. Backslaps all round.

Posted on July 28, 2010 at 9:03:33 by The Real Runway