A good example comes from the Tory Burch brand. They wanted to inform their brand story in a more editorial way, which led to hiring Honor Brodie from InStyle, who is now their inventive director. She built a team that focuses on the Tory blog, that’s an expression of all of the things that encourage and entertain Tory, even if it’s an artist or author or even an alternative fashion designer. The blog doesn’t talk much about Tory, but about other things that surround the logo, and that’s what’s unique about it. Honor and Tory have worked together to integrate the blog and trade.
They’ve brought in all the content material into the shopping experience in order that their purchaser can explore and fix with the logo while they’re searching items.