shopping online can be overwhelming: so many websites have reached their saturation point with page upon page of similar, indistinguishable items.
however, madewell's revamped site is kind of refreshing: their collection is really well-edited, the aesthetic is consistent, and most importantly, i don't feel overwhelmed by too many choices. i really think that when consumers are presented with too many choices, they often leave without choosing anything at all.
here's my madewell wishlist:
high summer dress: basic cotton sundress with a twist. (i think it just sold out!)
colordrop stone necklace: kind of gaudy, but i like it. 
two-tone oxford: a great translation of menswear for summer.
