NEW YORK — Tory Burch continues to make evolving in the digital space a priority for her eight-year-old company.
Today, the brand will unveil a redesign of its Tory Blog and introduce its first Tory Daily iPad and iPhone app.
This story first appeared in the June 19, 2012 issue of WWD. Subscribe Today.
This is the first redesign of The Tory Blog since its inception in 2009 (it revamped toryburch.com last January). But according to Tory Burch creative director Honor Brodie, the fresh, even more visually driven design lets fans navigate the site by topic: style, culture, travel, entertaining, experts and music, which the site has covered before. She contended that the latest incarnation of the blog, created by London-based firm Wednesday, has a more efficient user interface, as it allows users to still scroll as before or go directly to the category that interests them.
“We have organized all the previous content, which formerly lived as tags on the left navigation, into an intuitive visual archive that lives at the bottom of every single page,” Brodie said, adding that upcoming features include Burch’s travel diary from Marrakech, Amanda Brooks’ guide to summer style and John DeLucie’s grocery list.
The concept is aimed at integrating content and commerce, and according to Wednesday founder Oliver Walsh, users can shop posts without ever leaving the blog post — thanks to pop-ups that enable customers to add products on the very page they’re engaging with.
It’s no accident that Tory Daily will launch the same day since the brand’s first app was conceived as the smartphone and tablet counterpart to the above. Billed by the brand as a “once daily delivery system,” content is divided into the same six sections as the blog that users can control through customizable geo-located push notifications. Content on the app — with an emphasis on integrated e-commerce elements — will be updated daily, and there are additional perks for users such as free shipping and access to previews and exclusive events only available on the app.
On June 26, Tory Burch will also launch international e-commerce.
“Toryburch.com is the most visible, trafficked, immersive experience of our brand. Introducing e-commerce to new international markets will provide global customers with access to our product, while telling the story of the brand,” Tory Burch chief marketing officer Miki Berardelli told WWD, adding that this will take place in two phases. Born from a partnership with e-commerce solution Netrada, the first phase will begin on June 26 on toryburch.com for 30 countries including Canada and Australia. This will be followed by a European expansion in the fall, where e-commerce will open up to the U.K., Germany, France, Italy and more.
Berardelli projects that international e-commerce sales will be similar to the penetration the company sees domestically from online shopping. She notes that, although Europe is the “most established e-commerce landscape after the U.S.,” a learning curve exists because the adoption of digital varies by country. In 2011, toryburch.com saw a 90 percent increase in traffic and online sales grow by 87 percent.