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Matches, the London retailer named one of Gwyneth Paltrow's favorite to shop online with a bottle of wine, is re-branding its name so that it's the same across all platforms. That means Matchesfashion.com will be emblazoned across the e-boutique as well as its brick-and-mortar locations. Add this to the list of UK retailers integrating the online and in-store experience for customers, or to use retailer's favorite new buzzword, make it "omnichannel." [Vogue UK]