The Thread is a branded content hub for Charles Tyrwhitt, and contains all of the editorial content published online for the brand. This project was set to build and develop a central location for all of Charles Tyrwhitt's online content, built around the phrase 'Making it easy for men to dress well'. The purpose of the hub is to allow people to browse and shop the site in an entirely different way to the standard ecommerce purchasing journey. Essentially shoppable and marketable content and editorial.
The hub needed to interact with the content itself in a way that was circular. So that once a user had finished reading an article, either they had added something to their basket or were pushed to other related content, or back to the content homepage. Building this internally was also a key requirement for this project as these pages need to be fed into analytics through Adobe marketing cloud, and we needed to have control over the source code for the page for the purposes of integrating heatmaps and third party analytics and marketing tools.
Each article or page is built on a modular template, using coded building blocks based off of the Corozo design system. As well as this, each page is shoppable both by product, by outfit and by category. Content like this works best as a soft sell, and because of this no prices are shown until the user shows intention to purchase. Also the primary function is for these to be educational, and to enhance brand and product awareness, as well as driving traffic through SEO via organic search.
The first articles built for this hub have been a combination of articles that are relevant to the AW17 season launch, and also the pages on the site that rank the highest on google. These include 'Wedding Wardrobe', 'How to dress Business Casual', and 'Marvelous Merino'. Content is also worded in a written in a way that it answers commonly searched questions on google, to give these pages a better chance at being used as snippets on google.