Fashion brand By Malene Birger has launched an e-commerce site, selling in 12 countries across Europe.  Internet Retailing reports that GSI Commerce (recently acquired by eBay) developed the shopping website.  The By Malene Birger website includes a Shop by Look application, where shoppers can view a complete ensemble and buy all or part of it from the page. Others advanced options include 360-degree zoom and rotation, color matching and flash.  Very chic and 2011.

Hosein Moghaddas, vice president and managing director International at GSI Commerce, said: “Online retailers need to give their customers as many opportunities to buy the product on their own terms as possible. Whether you’re talking different color options when browsing or allowing the customer to select a delivery time suitable for them, the ball is now in their court. And it’s likely to stay there.”

Moghaddas hints at the growing trend of personalization in fashion.  We like this trend!  We want to look stylish, but don’t want to look like everyone else. As busy fashionistas, we also like the complete outfit suggestions put together by the brand.  The various product views and optional accessories allow us to quickly see what we like so we can then move on to our next shopping splurge — oops — important work-related task.

Despite the amazing aesthetics of the website and the elegant menu system, we were disappointed that the brand neglected to integrate social share buttons on each item.  We’re in a hurry, but we’re not in such a rush that we can’t take the time to share our wish lists and splurges with our fashionista friends!

Overall, the clothing and accessories offered are fashionable, and the website is sleek. No matter how solitary a shopping experience a woman wants, she always craves the option to be social. So like martinis, we want to be shaken, not lightly stirred, by online shopping sites.