Of a Kind, the first store built on blogging platform Tumblr, is one year old. The site, which sells fashion items commissioned from emerging designers, is a mash-up of blog and ecommerce, providing personal content on its designers and their goods.
While Of a Kind is still unique as a dedicated Tumblr store, it is not alone on Tumblr. The multimedia platform has become popular for visually focused businesses — such as fashion — to convey their products, as well as their vision.
Here are nine examples of businesses using Tumblr. Some of the blogs focus solely on the company’s products. Other blogs show the behind-the-scenes views at a company, as well as their products.
Of a Kind is a Tumblr store by Claire Mazur and Erica Cerulo. Their goal is to support and promote on-the-rise fashion designers by selling exclusive designs and providing extensive background content.
The Kate Spade Tumblr blog is filled with colorful photos and videos on design-inspiration. Also there are lists of great inspirational blogs and tags. The blog seamlessly links to the Kate Spade website for shopping, as well as Facebook for socializing, Twitter for a direct link to Fans, and YouTube for short branded videos.
Oscar PR Girl is a Tumblr blog by Erika Bearman, director of communications for luxury brand Oscar de la Renta. It is self-described as an inside view of one of the world’s most prestigious fashion houses. The blog focuses on behind-the-scene images and vintage photographs of women wearing Oscar de la Renta design. There is only a single link to the fashion house’s merchandise.
This is the official Tumblr site for McQ, a contemporary fashion line by Alexander McQueen. The blog is used to promote the relaunch of this younger, more affordable line. It features images of favorite McQ outfits by the design team, as well as McQ fashion images and videos.
The Ann Taylor Tumblr blog is primarily images of Ann Taylor clothes and ideas on how to wear the clothes. There are also links to a style-builder app and YouTube videos. The blog links seamlessly with the Ann Taylor website for purchasing merchandise.
The Bergdorf Goodman Swipe is a Tumblr blog full of inspirational images and quick thoughts on fashion. Similar to Oscar PR Girl, it is more about the behind-the-scenes of fashion and fashion history, and less about selling apparel. The images are categorized as “On Location,” “Inspiration,” and “Visual.”
The Standard Hotel
Standard Culture is a Tumblr blog by The Standard, a popular hotel located in New York, Los Angeles, and Miami. Its blog is a pop-culture forum, featuring content from guest bloggers, downloadable music, and videos. Also it promotes a calendar of pop-culture attractions for each of the hotel’s cities.
Drop Dead Clothing
This is a Tumblr blog for Drop Dead Clothing, an edgy youth-oriented clothing store based in London. The blog is comprised of images and videos of its behind-the-scenes activities, products, and youth culture. Also it provides music and event information to its fans.