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Women’s young fashion etailer Red Label recently relaunched its site,

The new version is clean and easy to navigate with a range of filtering options. Users can shop by category, size, colour, style and price, with figures showing how many products are available.

Product pages clearly show whether the item is in stock and in what size with a range of image views. There is also a catwalk video option, but when this is clicked on a message pops up saying this is “coming soon”.

From the product page users can add items to their wish list (which works without having to register on the site first), email them to a friend or leave a message. If users choose to leave a message they can complete a form asking a question to the Red Label team, with a promise of a reply within one working day.

Also on the site is a live chat option, which works in a similar way to MSN messenger, and when Drapers tested it the response was immediate.

This added attention in terms of customer service gives the site a real personal feel. In addition, red is used as an accent colour throughout the site, strengthening the brand proposition by subtly reminding customers of the site’s name.

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