January 11, 2008, 12:00 AM

Retailer and manufacturer Tommy Bahama launches new e-commerce site

The new Tommybahama.com aims for an online shopping experience that bridges the gap between traditional brand sites and those that rely on e-commerce applications.

Don Davis

Editor in Chief

Apparel manufacturer and retailer Tommy Bahama has launched a new web site incorporating advanced imaging and shopping features as well as web 2.0 technology. The new Tommybahama.com was the result of several months of research and development aimed at building an online shopping experience that bridges the gap between traditional brand-focused sites and those that rely heavily on e-commerce applications, according to its developers.

For example, the new site offers a magnifying glass function shoppers can drag over any product image to show details as small as the thread color on a pocket seam. The site is built on extensive Flash development as well as detailed, customized templates to facilitate easy movement throughout, Web 2.0 elements that streamline and facilitate product views.

“Tommy Bahama is a company with a very particular feel and philosophy and it was imperative for them to have an eye-catching, interactive, easy to use online presence reflecting who they are,” says Chris Dalton, CEO of digital strategy firm Acquity Group, which collaborated with the brand on developing the site along with interactive design firm Hornall Anderson.

Online shopping features on the site include an add to bag icon that appears at the lower right corner of every product page, as well as gift-giving advice. The site ties into the brand’s offline presence with a search feature that lets shoppers locate the brand`s retail locations and learn about future expansion and store events. There is also a directory for the brand’s international locations and outlet stores.



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