NEW YORK — Tory Burch tumbles into a new blog today, literally.
This story first appeared in the April 21, 2011 issue of WWD. Subscribe Today.
In addition to toryburch.com’s existing Tory Blog and related online content — part of the elaborate editorial leg of the Web site that’s updated daily — the brand introduced “Torypedia: People, Places and Things of Interest” at torypedia.tumblr.com today. Content includes Burch’s interests and inspirations at the moment, and each post contains a single, large photo accompanied by a brief explanation — all listed by letter, but not in alphabetical order.
“We are always looking for the most innovative and impactful ways to inspire and communicate. We create daily features with different tastemakers who share their thoughts and recommendations on fashion, art, music, culture, travel and entertaining,” said Tory Burch’s editor in chief, Honor Brodie. “But our Tumblr is a bit different. It is a more distilled and more visually driven version of the blog. It is a digital version of Tory’s inspiration board.”
The brand also selected Demandware for its new e-commerce and mobile commerce sites built upon the Demandware Commerce platform.
“This is different because it fuels both our Web site and our mobile site; all destinations are integrated and synchronized. When we introduce new product and content to our platform, it updates all touch points simultaneously so the customer has the same experience regardless of the device she is using,” said Tory Burch’s chief marketing officer, Miki Berardelli. “The Web site design is optimized for Web and tablet access, and our mobile site experience is optimized for smart phones and other mobile devices.”
While e-commerce transactions that occur through mobile commerce may not be the largest channel of revenue for the company, they are the fastest growing, according to Berardelli, who believes m-commerce will soon become the most important, usurping desktop and laptop access.
The updated Web site now features larger product images, enhanced color swatches and zoom capabilities, alternate views, and a quicker and more efficient purchasing experience.
“We see mobile as the true bridge between online and offline. The once-siloed experiences of shopping in stores versus shopping online are now completely integrated through a device that our customer keeps with her at all times.”