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Bon-Ton to entice customers with online solution

In a bid to tackle the tough retail environment, US fashion retailer The Bon-Ton Stores has launched a new online fashion solution designed to make buying apparel, footwear and accessories quick and easy and – more importantly – entice customers back week after week.

'Style2Go' will see Bon-Ton stylists create five looks each week to fit a variety of lifestyles: casual, weekend, office to evening, active and special occasion. Unveiled online every Friday morning, the retailer says each outfit can be accessed with just one click to purchase, or mix and match.

"Bon-Ton's Style2Go provides outfit shopping solutions for our online customers," explains chief marketing officer Luis Fernandez. "We know our customers are busy so we want to make shopping for head to toe looks easy. With five new Style2Go outfits each week, customers will be inspired to visit our website regularly for their wardrobe needs."

With corporate headquarters in York, New York and Milwaukee, Wisconsin, Bon-Ton operates 261 stores in 25 states in the Northeast, Midwest and upper Great Plains under the Bon-Ton, Bergner's, Boston Store, Carson's, Elder-Beerman, Herberger's and Younkers nameplates.

It recently widened its net loss to US$57.3m in the first quarter, compared to $37.8m in the year-ago period, and promoted William Tracy to the role of chief executive officer following the resignation of Kathryn Bufano.

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