Theory's first foray into ecommerce with Demandware

01 Jul '10

3 min read

Demandware, Inc., the global leader in on-demand ecommerce, announced that Theory, the global fashion brand, recently launched a new online retail site using the Demandware eCommerce platform. The site is Theory's first foray into ecommerce and part of a broader strategy for expanding its reach to dedicated consumers.

The new site captures the essence of the Theory brand, which caters to the sophisticated, modern consumer. Distinctive photography as well as Theory's innovative Fashion Insider project inspire consumers as they shop online for their favorite fitting pants, the perfect shirt and the jacket they can throw on over everything.

Theory required an ecommerce platform that would enable it to get to market quickly and provide the flexibility and control to translate the distinctive Theory brand experience found in stores to the online channel. Theory selected Demandware because its SiteGenesis™ pre-built storefront application and LINK integrations made it possible to develop a best-in-class ecommerce site quickly and efficiently. In addition, Demandware's robust merchandising tools, multisite capabilities and proven scalability provide Theory with all of the functionality it needs to support its fast-growing global business.

"Theory is known for its iconic fit and a sophisticated approach to the modern wardrobe. We wanted a platform that enables us to provide an integrated content, commerce and branding experience that matches our aesthetic and innovative approach," said Tracey Strauss, vice president of ecommerce at Theory. "Demandware delivers the tools to develop an ecommerce site that conveys a sophisticated brand interaction, yet does not require us to get mired in technology infrastructure. It simply lets us focus on delivering the best consumer experience possible. We now have the foundation and confidence to move forward with deploying multiple ecommerce sites."

SiteGenesis Application and LINK Integrations Enable Fast Time-to-Market
The site was developed using the SiteGenesis pre-built storefront application included in Demandware eCommerce. The SiteGenesis storefront includes best practices in usability, site merchandising and technical architecture, along with hundreds of apparel-optimized ecommerce features. Theory leveraged the SiteGenesis storefront as a starting point for building its new site, and then fully customized it to meet unique requirements. In addition, Theory tapped Demandware LINK to access pre-built integrations to leading third-party technologies from Adobe Scene7 and CyberSource, significantly reducing the cost and complexity of integrating these technologies.

"We're delighted to welcome Theory to the Demandware community," said Jamus Driscoll, vice president of marketing at Demandware. "Demandware is a perfect solution for brand manufacturers such as Theory who are new to ecommerce. Without the burden of expensive IT infrastructure and maintenance, Theory got its site up and running quickly, and focused on merchandising the high value of the brand and products to its customers."

Theory was founded in New York City in 1997, on the principle that modern men and women want to feel comfortable and sexy in modern clothing. Theory was created to answer the needs of contemporary fashion consumers with discriminating tastes who seek comfort, value, and above all, style. Theory's simple design philosophy, clean silhouettes, quality, craftsmanship and fit have been key factors in establishing Theory as the go to brand for the perfect pieces in the modern wardrobe.

Demandware Inc

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