Image from: Fitbit.com
Tory Burch is known for her classic, feminine apparel, chic accessories and fabulous shoes. The designer’s signature products are coveted by countless fashion enthusiasts. But as today’s online marketplace continues to become more cluttered and more competitive, a brand that solely focuses on specialized items and niche audiences may be missing out on important website click-throughs, and ultimately ecommerce purchases.
Perhaps this idea is the motivation behind Tory Burch’s latest endeavor, a partnership with Fitbit.
By teaming with Fitbit, and launching the “Tory Burch for Fitbit” line on toryburch.com, the designer has significantly expanded her online presence and given her brand a revamp. With the introduction of the new line, a site that may have once been associated primarily with luxury items, now caters to a much broader consumer base.
On July 15th, the day of the “Tory Burch for FitBit” launch, the partnership quickly had the desired effect. Compete PRO daily reach and attention metrics show that “ToryBurch for FitBit” created a substantially higher volume of traffic to toryburch.com, and also significantly boosted on-site engagement.
The message behind the partnership is simple; style and health can and should go beautifully hand-in-hand for everyone. Clearly, this is a fashion statement that is resonating with an array of online shoppers.
So much so, that the keyword search term “Tory Burch Fitbit” is driving the second highest share of visits to toryburch.com. As seen in Compete PRO’s Daily Search Referral Report, over 5% of the site’s overall traffic comes from consumers searching for products associated with the newest Tory trend. This is quite a feat for a line that launched just a few short weeks ago. Keyword searches for Tory Burch Fitbit products are now generating more traffic to toryburch.com than keyword terms that were once more closely associated with the brand such as “Tory Burch Shoes” and “Tory Burch Bags”.
Toryburch.com is proving that the relationship between health and beauty is seamless, and the on-site check out process is as well. For Tory Burch shoppers who may not already own a Fitbit, toryburch.com is now a one stop shop when it comes to handling all of your technical and aesthetic Fitbit needs. In just a couple clicks and one easy online checkout process, visitors to ToryBuch.com can get their hands on the latest and greatest health gadget while making an enviable fashion statement.
Due to the already overwhelming popularity of “Tory Burch for Fitbit,” it’s likely that fashion retailers across the web will join the trend. But, ultimately, Tory Burch proves that being innovative will always be in style.
Sarah is a member of the Syndicated Products Customer Success team at Millward Brown Digital. Sarah attended Northeastern University. Prior to Millward Brown Digital, Sarah worked in Advertising and Public Relations. Connect with her on Google+ or LinkedIn