"It is about establishing the connection with the customer and learning from their requests," she said. "In these social media days, I feel having a Web store is as important as having an up to date Twitter and Facebook -- a brand needs all of these for maximum online presence."
Only select styles from each collection will be up for grabs on the site, including exclusive online-only models. First up the brand doles out Willa, a limited edition classic cork wedge with waxy milled leather trim, inspired by the current tribal trend.
E-commerce is the second in a series of digitally minded efforts the brand has made this season. For spring 2011, Chin opted to take her lookbook for a ride, literally. Instead of the traditional booklet format most designers send out, 80%20's collection was seen riding a bike across the Williamsburg Bridge in a YouTube video. "I want to show the shoes, but also a day in the life our our girl -- riding her bike in the sunshine and maybe finding romance."
Next up in 80%20's social media strategy, an iPhone app. To shop the brand's online store visit 8020nyc.com/store.