LOFT is revamping its image with its new site LiveLoveLoft.com and is taking the microblogging platform Tumblr along for the ride. Tumblr, famous for its focus on pictures and photos rather than text, is helping LOFT create the kind of sophisticated appeal that it has — up to this point — lacked.
Furthermore, LOFT has recruited popular Tumblr blogger Jessica Schroeder of What I Wore to help steer Live Love Loft. Schroeder is Live Love Loft’s guest editor for April and will be writing for Live Love Loft in months to come.
Live Love Loft and its embrace of Tumblr and fashion blogging is a product of what has been a two year rebranding process that people like Gary Muto (President of LOFT) and Julie Fredrickson (Marketing Manager of Digital Programs and Client Outreach; former fashion blogger who sold Coutorture to Sugar Inc. in 2007) have been working on.
According to WWD, Muto and Fredrickson’s efforts at rebranding Loft holistically can be seen in the way that Live Loft Loft showcases a sophisticated lifestyle as well as its clothes. Blog topics focus on health, beauty, environmental sustainability, travel, food and more.
To read the full article about Live Love Loft, visit FashionablyMarketing.Me.
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