LOFT Starts A Tumblog

LOFT is the latest brand to take a stab at new media marketing — and so far, they seem to be doing it right.

Using Tumblr as their platform, Loft has created LiveLoveLoft.com, a photo-heavy lifestyle site with posts covering nine separate categories including Styling, Beauty, Travel, Home, and Health.

They’ve also enlisted the help of Jessica Schroeder — a popular Tumblr style blogger whose site, “What I Wore,” features almost daily photos of Schroeder and details her outfits. According to Schroeder’s blog, she is partnering with Loft as their guest editor for the month of April and WWD reports that she will be both creating content for Live Love Loft and reblogging their content as her own.

While I’m personally less interested in a brand’s partnership with a style blogger, I do think it was smart of them — Schroeder has a large following in the Tumblr community and will no doubt help in getting the word out. But more importantly, Loft has actually done a great job with the site. The content is all original and actually offers value for the readers that isn’t just a direct shill of their product. The first post on the site (besides Schroeder’s Loft-inspired outfit of the day) is an endorsement of French treat du jour, macarons — as well as a handy list of recommended purveyors. A bit farther down the page is a three-step listicle to smooth legs and a couple ways to brighten your home. There’s also plenty of original video via Loft.tv.

This new site is the latest step in what has been an effort in rebranding — a charge led by LOFT president Gary Muto. Until recently, I would have categorized LOFT as the purview of suburban moms, but the efforts of the company as a whole to reposition themselves as J.Crew and Banana Republic rivals seems to be working. Sister brand Ann Taylor even held a presentation of their latest Twenties-inspired collection at Ace – the hipster hotel of the moment — just last week, and guests included style stars such as Rachel Bilson and Christina Hendricks.

As someone who has literally never stepped foot inside a LOFT store (and had to actually google the name to confirm it was the formerly Ann Taylor LOFT I was imagining), I’ll be honest: they’re starting to win me over. As for the site, I think they’ve managed to hit the right mix of value, trustworthiness, and marketing of their own offerings to actually end up as a destination for readers interested in the brand and, more importantly, what they have to say.

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