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Tory Burch unveils new ecommerce site

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Luxury sportswear brand Tory Burch has launcheed new ecommerce and mobile sites as it looks to grow the brand.

The sites, both developed on the Demandware Commerce platform, promise customers a “seamless shopping experience”.

Tory Burch chief marketing officer Miki Berardelli said ecommerce had always been a key part of the brand’s strategy, with launched soon after the opening of its first boutique in 2004.

“It has become one of our strongest growth channels and is a top business initiative for us,” she said.

Today the brand also has 47 Tory Burch stores in the US, Europe and Asia, and is carried at more than 500 select department and specialty stores worldwide.

The new platform and design put the emphasis on fast and easy navigation, product merchandising and on integrating both social media and content. Tory Burch’s Twitter feed and blog content are both published through the website, while enhanced zoom alternative views, better colour swatches and a quick shop experience are also key.

Jamus Driscoll, VP of marketing, Demandware, said: “Recognising early on how important having an online presence was for the brand, the company has since grown significantly and is able to leverage Demandware’s flexible and scalable platform to engage with its customers through multiple channels. We are thrilled to be a part of the company’s continued growth and success.”

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