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NEW YORK — Ivanka Trump has big plans for fashion week a year from now and has hired Johanna Murphy for her brand’s push into digital, which will also leverage her work at the Trump Organization.
Murphy, who starts her new position on Monday, has been named chief marketing officer and head of digital at Ivanka Trump. Murphy has spearheaded the re-platforming effort at Kate Spade’s e-commerce business, where she led the operation’s e-commerce and digital efforts, including doubling the business in the past two years and leading the global digital expansion strategy into Europe and China. Her last day at Kate Spade will be Friday.
According to Trump, the new digital site, planned for late summer or early fall, will have an e-commerce component and will also serve as the digital flagship for the brand.
“We’re taking social to the next level.…I view the digital realm as an opportunity to be highly unique, combining different aspects of the Trump Organization with my own brand that creates some compelling content for a lifestyle brand, given all the different industries that I’m in. I can leverage all that,” she said.
Trump is also executive vice president of development and acquisitions for the Trump Organization’s real estate and hotel management initiatives.
The Ivanka Trump brand has product offerings across nine different categories. Trump sees natural synergies in everything she does, whether fashion, the Trump Hotel Collection or the Trump Organizations’ golf portfolio.
“Fashion is one component. It’s one way to get product in front of the customer, whether it’s the shoes they wear on their feet at their hotel of choice or the golf course they are members at,” she said.
Murphy’s hire is considered a coup for the Ivanka Trump brand among the digital cognoscenti, according to market sources. Murphy was named one of the Top 50 Women in Brand Marketing by Brand Innovators in 2013 and was voted by her industry peers to the board of shop.org, the digital arm of the National Retail Federation, last year.
According to Murphy, Trump’s age and perspective on digital mirror the demographic who “live their lives online today. The way to market the Trump brand and grow it is through digital.”
First on her agenda will be finding an e-commerce platform partner for the site, as well as an expansion of the brand’s presence in the social channels, such as Instagram, Twitter and Facebook. Once the digital component becomes the core thread across its multichannel presence, the plan is to expand its presence in other spaces, such as mobile shopping and t-commerce, the buzzword for TV commerce, a still-developing sector.
“We’re not afraid to try new things or experiment. That’s how you survive in this world. You have to try the new medium,” Murphy said.