Ch. 7 - Business Marketing

Tory Burch and Sony have recently partnered up in order to bring 4k camera technology into the fashion industry. Tory Burch's Spring 2014 collection will be filmed and shot using Sony cameras that will release images and videos in 4k technology for the first time. The two companies are basically working together in order to promote each other. Estée Lauder and Tory Burch have also done the same and partnered up when Tory Burch recently released a "beauty" line for the company through Estée Lauder. Exottica, which is a company that distributes eyewear had also teamed up with Tory Burch at one point back in 2007 and helped release Tory Burch eyewear. This includes prescription glasses and fashion sun glasses as well. These partnerships have resulted in successful sales and growth for Tory Burch's company. There are the only companies that have done partnership projects together with Tory Burch.

Ch. 8 - Segmenting and Targeting Markets

When Tory Burch first launched her fashion line back in 2004, her goal was to target specifically consumers that were baby-boomer women. These middle-aged women felt that the market wasn't catering to them what they wanted. The fashion industry lacked a reflection of the variety of attitudes, tastes, life-styles and body types of this specific target market. Then Tory Burch came along and successfully started making millions by catering and giving her consumers exactly what they were missing. Furthermore, she gave them what they wanted. The fashion products were age appropriate, affordable and showcased luxurious style. One of the segmentation bases that Tory used here was age segmentation and gender segmentation. The demographic segmentation was one of the segmentation bases that Tory specifically used as well. As the brand started to grow  throughout the years, Tory started attracting female consumers from younger age groups. One very popular product that attracted a huge number of these younger female consumers was the reva ballerina flat which had the signature gold logo on top.

While successfully tapping into the global market worldwide, the geographic segmentation was one of the bases that helped Tory Burch reach these specific consumers. For example, the climate in Brazil would normally be very hot and tropical. Because of this, Tory Burch decided to make the bikinis that were sold in Brazil a little more skimpy than the original Tory bikini. Clothes that were sold in the Middle East were actually created to be longer and were created to cover the skin of women. This actually ties into one of the psychographic segmentation variables which is specifically the lifestyle of people who lived in this specific region. Women in the Middle-East are commonly known to follow a belief where when in public, they are not allowed to show their "beauty" because the only man that has the right to see the women is her husband. The geodemographic segmentation, which combines geographic, demographic and lifestyle segmentations would also tie into Tory Burch's plan as well.

                                         

Ch. 11 - Developing and Managing Products

Tory Burch has successfully used a number of methods in order to create innovations within her company and it's products. In 2004, Tory Burch started with general product lines of women's ready-to-wear clothing, shoes, handbags, jewelry and accessories. Over the years she has managed to create many more categories of new products including product lines such as eye-wear, travel socks and beauty products. In 2009, Tory decided to create a partnership with Luxottica and produced a new product line of Tory Burch eye-wear. It consisted of both sun and prescription eye-wear that contained common colors from Tory Burch's brand.

In 2010, Tory Burch tweeted her fans telling them about the experience of taking off your shoes when going through the scanners at the airports and how she would feel so disgusted walking barefoot. She suggested to create a new product line of a traveling sock. Minutes after posting, her fans quickly agreed and told her that it was a great idea. It was amazing how social media influenced product development within her company. In this case, the customer and social media was part of the company's new-product strategy. Since the fans were tweeting about how much of a great idea the traveling socks were, Tory Burch did what the marketing guru would tell her to do; she gave them what they wanted. The traveling sock came in one color and one style which was one size fit all. It was navy blue and orange. It came with a little cute pouch which had a clip that consumers was able to use to clip on to either their traveling bag or create a strap to carry-on. Tory Burch hasn't really mentioned anything about creating any new colors or styles for the product line, however it has been a huge success and a lot of the consumers love the cute fashionable travel socks.

In 2013, Tory Burch decided to find a way to expand her brand. She started to look into new product development for beauty products. The new idea was estimated to bring in about fifty million dollars in sales in only after the first year. The beauty products consisted in a fragrance which was created in partnership with Estée Lauder who was responsible for producing the scent, a color cosmetics collection and a bath& body line. The fragrance came in a gold and orange vintage bottle which was inspired by the perfume bottles that she had seen on her mom's dresser when she was a child. The color cosmetics included a pink nude lipstick, rosy pink lip and cheek tint, a bronzer-blush palette and a retractable all-purpose face brush. The bath& body products included body cream, body lotion, shower gel and a candle. The beauty line was inspired by Tory's memories of her mother, her desire to expand and grow and her goal of attempting to satisfy her consumers needs by creating all products possible. The beauty product line and travel socks are currently still in the introduction and growth stage in the market while the eyewear product line is in the maturity stage of the market.

Ch. 22 - Social Media And Marketing

Tory Burch currently has a number of owned media for her company, which has benefited her a whole lot. For instance, Tory Burch herself, the CEO of the company will often be active on the company's social network sites such as Facebook and Twitter. Even though Tory Burch is much more active on Twitter than Facebook, at least she is active. This actually influenced her customers to actually interact with her through social media, which made the customer feel much more important. Just to know that the CEO of a very popular company actually has the time to personally interact with the clients is something that is quite valuable.

There is also e-commerce that exist on Facebook, where consumers actually get a chance to shop through Facebook. She called it "social shopping". She seen it as the future of e-commerce. Consumers can also give comments, suggestions and etc. through the Facebook page. Tory Burch actually observes her consumers' comments and picture through social media sites in order to better serve them. It allows the company to find out what makes their consumers happy and what gets them upset. They try to figure out their consumers' taste and what improvements need to be made within the company. Consumers even inform the company of counterfeit sites. I actually came across an excellent video of Tory Burch explaining how the use of social media successfully helped the company grow dramatically.

Toryburch.com is another site where consumers can purchase the company's products. The website helps the company reach its international consumers around the globe. It's also very convenient for consumers who barely have time to shop in stores. The website provides a section where consumers can sign up for an email list, which saves all their information so then every time they do shop online, they won't have to re-enter their address and etc. It makes things much more convenient especially for the company's loyal consumers. The company's website also contains border colors and styles that are incorporated from the designs seen in Tory Burch products.

There is also a blog for the company which showcases similar styles and colors to the brand itself. It creates an atmosphere where the customer will feel as if they're in Tory Burch's living room. After all, one of Tory's goals was to incorporate her own sense of style not only into the products from the company but anything else that had to do with the company as well. This then gave a feeling of comfort and familiarity for her consumers. The blog would often show things such as "book of the week", "food recipes", "what's new in the company" and a lot of other interesting things that helped Tory Burch engage with her consumers.

Ch. 10 - Product Concept

Tory Burch's products are considered to be consumer products which have a purpose of satisfying the consumer's want of expressing their personalities through the products. The clothing isn't boring nor expensive therefore it creates an attraction for consumers to buy her products.

Tory Burch is also a specialty product which has a very exclusive yet luxurious image and counterfeits definitely can't compete with the quality and authenticity of her products. The logo is usually a gold "t" that has a specifically very distant and fashionable look. They are usually implanted on Tory Burch products such as belts, the famous Reva ballet shoes, bags, wallets, jewelry, cosmetics and almost every product that is created in the company.

Tory Burch products contain a product mix of products such as clothing, shoes, cosmetics and accessories. From these product mixes there are product lines which vary from dresses, tunics, blouses, tops, tees, sweaters, outerwear and pants in clothing; flats, pumps, slippers, sneakers, sandals and boots in shoes; fragrance, lotion, shower gel, body cream, candles, make-up and makeup brushes in cosmetics; belts, wallets, hats, sunglasses, gloves, phone cases and scarves in accessories; and many more. Tory Burch shoes are usually made in Brazil while the scarves are made in France. All other products of Tory Burch such as clothing, bags and accessories are mostly made in China.

Ch. 18 - Sales Promotion and Personal Selling

Sales Promotion

Tory Burch has actually made it possible for Facebook users who "like" the company's page are given the benefit to be able to shop on the Facebook page for Tory Burch products. Tory Burch has also decided to give consumers another benefit for being loyal and showing the company's Facebook page some support. In return, she gives consumers as opportunity to take advantage of exclusive discounts for certain products on the Facebook page. She claims that it has shown success in satisfying consumers and increasing sales.

During the year of 2011, Tory Burch stores were actually giving out "Summer Reward Cards" for shoppers who would shop during certain dates when the promotion was going on. 

Personal Selling

Tory Burch sales associates are told to always make sure that the customer is happy and satisfied with the products they purchase and especially the overall customer service experience that is given to them. When first time customers enter the store, sales associates would often try to "read" the consumer and ask questions in order to find out what kind of product would fit the customer's taste and personality. The first goal is to actually achieve the findings of the consumer's desires. Then the sales associate must give suggestions on what kind of products they think that the consumer would be interested in purchasing. Tips of taking care of the purchased product is also given to the customer before they leave the store. 

Sales associates would always ask for the customer's contact information and e-mail address in order to build a relationship with the consumer. Updates, sales and a lot of other promotions and important information would be sent out to the customer. This would then be considered a form of relationship selling which will help increase sales and customer loyalty for the company. 

Ch. 17 - Advertising and Public Relations

When Tory Burch first launched her brand back in 2004, she had used media advertisement which includes the company's blog site, website and social media sites in order to help spread the word about her company and the products that was offered. In December 2009, Tory Burch had decided to re-launch her website in order to better reach the needs of her consumers.

The new website contained a blog, social media sharing for Facebook and Twitter, and Tory's personal season products that were considered as "must-haves". The Facebook page that was created for the brand actually had a feature where, consumers who would "like" the page would have the ability to make purchases of Tory Burch products through the Facebook page. She has also recently created an app called "Tory Daily" which allows visitors to take a look at the company's blog which contains a number of topics from style to travel and culture.

This is a picture of one of Tory Burch's recent ad campaigns for her new fragrance. She has created women's clothing, shoes, accessories and household items. Now she is branching out to not only new fragrances, but cosmetic products as well. The fragrances will be sold in partnership with Estee Lauder cosmetics. This is indeed a new product category so we could say that Tory Burch was using pioneering advertisement.

Building a partnership with Estee Lauder for this specific product was actually a great idea. It benefited the amount of sales for the new Tory Burch fragrance Estee Lauder had a great reputation for its products and its superior quality. One of the benefits that was mentioned about purchasing the bottle was it's unique citrus smells and the overall design of the bottle that simply defined what "beauty" was. The message was, if you wear the fragrance, it will make you smell beautiful. Below is a video advertisement of the new fragrance. As you can see, the video gives off a fun, bright and beautiful type of impression of the fragrance.

Ch. 15 - Retailing

Customer Service:

Tory Burch provides gift wrapping service which includes a personalized message and gift receipt with items that are purchased in stores and as well as orders that are made online. Full price merchandise can be refunded and/or exchanged within 30 days of purchase while sale price merchandise can be refunded and/or exchanged within 14 days of purchase. If any item passes these specific timespans, then the item may be exchanged for a Tory Burch gift card. The brand also provides customers with services such as consultation, alteration, return policies, gift wrapping, delivery and personal shoppers.

Product Placement:

Tory Burch has successfully opened a number of chain stores worldwide ever since 2004, when she had first launched her clothing line. There are currently 83 Tory Burch boutiques that exist worldwide. Tory Burch products are also sold in 1,000 specialty stores and department stores worldwide. Tory Burch provides a wide selection of items such as women’s clothing, handbags, shoes and accessories. Tory Burch products can be found either in Tory Burch boutiques, Tory Burch outlet stores, online at toryburch.com, select authorized department stores and specialty stores as well.   

Presentation:

The layouts of Tory Burch boutiques are very organized, colorful and creative. The design can be very attractive and eye-catching for shoppers that walk into these boutiques. Tory Burch claims that she wanted to create a comfortable atmosphere where if shoppers were to walk into these boutiques, it would be similar to walking into Tory Burch’s own living room. She successfully incorporated her own sense of style and personality into the layout of the store. The selection of items are usually very nice and well laid out. It isn’t only a comfortable design that is displayed throughout the boutiques but you can also see the classy and luxurious setting.                 

Price:

When Tory Burch first created this brand, she wanted to make sure that it wasn’t only luxurious but also affordable for her target market which was the middle-aged hard working mothers. The prices of her products usually range from $100-$500. There were various luxury brands that sold their products at prices that were way higher than of Tory Burch products. Lowering the prices a bit definitely helped Tory Burch’s product to easily sell and become one of the most popular luxurious brands today worldwide.

Promotion:

Department stores that sell Tory Burch products would often run promotions for specific products. Customers who sign up for the e-mail list will be able to receive promotion codes and discounts for a limited time on only specific items. Customers can sign up to be on these e-mail lists either online or in Tory Burch boutiques as well.

E-Commerce:

Tory Burch’s company also provides shopping online where customers can shop comfortably in their own living room by going to toryburch.com. They also provide free shipping for orders that are over 300$ which can be very convenient for customers. When there is a shipping error or damaged product coming from Tory Burch, they promise to give customers two options. The customer could either allow the company to replace the order or give the customer a full refund at the company’s expense in order to provide customers with excellent customer satisfaction. The Tory Burch website also provides international shipping so then customers around the world could also shop conveniently. Customers can also create an online account on the website which will benefit the customer as well. After creating an online account, consumers can easily check out quicker because all their shipping and billing information will automatically be saved and they can also track their orders.

Ch. 6 - Consumer Decision Making

Today Tory Burch is a successful billionaire who accurately attracted her target market in such a phenomenal way. The target market of baby boomers (women aged 35 and up) has been the most difficult target market to satisfy and attract. Consumers in this age group were tired of seeing boring clothing and products in 

the market that didn't exactly help these women express themselves. The baby boomers had a strong desire to find a brand that would satisfy the wants and needs of these women which was clothing that reflected the variety of each individual's unique attitudes, tastes, lifestyles and body types. 

Instead of focusing on trying to beat the competition, Tory Burch decided to focus on what was missing in her specific target market and how can she win over the consumer. She successfully achieved this goal by creating a brand that served women of all ages, all body types, contained a variety of designs and attainable price points. Attainable luxury clothing was something that other brands did not have. Tory Burch basically recognized an unfulfilled need for her specific target market and created a brand that satisfied it. 

When Tory Burch created the brand, she incorporated her personality and style into the brand which helped her build a connection with her consumers. The brand was seen as personable and approachable. She wanted to make women feel as if they could have it all. She succeeded in fulfilling this goal because the brand had a luxurious style and an attainable price. Another need that Tory Burch fulfilled was the need of making the consumer feel comfortable and important. She did so by becoming active on social networks that were created for the company and interacting with customers on twitter. Her team was also active on the company's Facebook page and other social network pages. She showed her customers how important their comments, concerns and etc. were to her.

Ch. 5 - Developing A Global Vision

Tory Burch found her brand in February 2004. In 2010, Tory Burch opened about 20 new shops globally in numerous international cities which include Osaka, Seoul, Hong Kong, Kobe and Taipai. Today she has successfully expanded throughout the global market and is making millions of dollars from a total of 73 boutiques that has expanded globally in the U.S., Europe and Asia. Tory Burch's brand successfully went global after she applied a couple of digital marketing strategies in her marketing plan.

Immediately after Tory Burch opened her first boutique in downtown Manhattan, the brand decided to launch eCommerce. Toryburch.com was created and shoppers were now able to not only purchase items in store but online as well. The brand had also created a Twitter account, Facebook account, a blog for the brand and many other social networks for the brand. This helped Tory Burch expand throughout the media to numerous types of people. Social networks exist all over the world so this also helped the brand gain exposure to the other countries through the web. They focused a lot on digital marketing and continued to develop relationships with editors for the blog. Tory Burch also continued to develop the social media profiles for the brand and still continues to do the same today.
After Tory Burch successfully went global with the brand, she decided to find a way to go even deeper and understand different types of cultures. She started visiting other countries and observing their sense of style and values in fashion. After doing so, she started coming up with ideas for each specific country's market and used the application of the multidomestic strategy. For example, Tory Burch made sure that clothing that was sold in the Middle East would be created to be longer while Tory Burch bikinis sold in Brazil were made skimpy. She knew that people who lived in the Middle East had a culture where they would always have to be covered throughout their bodies while people who lived in Brazil had a culture where they didn't mind showing off too much skin. One of the most popular products of Tory Burch was the signature logo ballet flats which helped Tory Burch become the global brand. This product was an example of global marketing standardization.

Ch. 4 - The Marketing Environment

Tory Burch is a brand that has a target market mainly for middle-aged mothers. However, the brand also caters to all ages of women and has been very successful with targeting the soccer mom market. Tory Burch also focuses on targeting the baby boomer generation of women but also the children and grandchildren of their generation. 

The most popular Tory Burch item is actually the Brazil-made Reva ballerina shoe. It has became a new trend and is seen on at least one out of every five women walking down the streets of Manhattan. This specific product of Tory Burch and many other footwear products have helped the company attract younger consumers into their market When the company first started, Tory Burch decided that her brand was going to become a luxury brand that would fit a successful women's typical lifestyle. The brand is very affordable as well and the patterns actually come from Tory Burch's own sense of style.     

Ch. 3 - Ethics & Social Responsibility

Code Of Conduct/Rule Of Ethics:

Tory Burch and it's affiliates have a rule of conduct that all associates, vendors and business partners must follow. When it comes to diversity, Tory Burch's company promises to treat all it's associates, customers and community equally. They will recruit, employ, promote and compensate all individuals of Tory Burch no matter what the individual's race, religion, national origin, gender, sexual orientation, age, disability or anything else that is protected by law may be. Tory Burch strongly values fairness, honesty, integrity, authenticity, and respect among all associates, customers and it's community. The company believes that all associates that will be involved in the workplace of Tory Burch's stores worldwide are to be treated with respect, decency and dignity. Child labor, human trafficking, and slavery will not be tolerated by its vendors, business partners or any partners that are or will be affiliated with Tory Burch. This code of conduct and rules of ethics will help prevent negative atmospheres in the workplace and create a comfortable work environment for Tory Burch's employees, customers and community. 

Ch. 2 - Strategic Planning for Competitive Advantage

Tory Burch's goal is to provide women of all ages with a luxury lifestyle brand that was accessible to purchase, not too pricey. Lifestyle brands usually have an advantage over other brands especially when it is created from the authenticity and personal style of the designer. 

A large percentage of consumers that purchase Tory Burch clothing are mothers just like the designer of the brand and this is one of the reasons why her brand became so popular. So far Tory Burch has succeeded in expanding the brand with items such as tunics, ready-to-wear collections, eye-wear, footwear, accessories, and a new fragrance deal with Estee Lauder.There will possibly also be a future creation of a sportswear line for yoga, tennis and golf enthusiasts.

Competitive Advantage
Tory Burch has participated in using the product development strategy in order to bring more consumers into buying the brand and it has made a huge impact on the expansion of the brand itself. She did this by starting with the creation of tunics, ready-to-wear collections, accessories and footwear. Then she started selling eye-wear, home items and now fragrances. This helped her reach out to new potential loyal consumers. 

Tory Burch has also used the promotion strategy as well in order to get her company to expand. She was actually on the Oprah Show one day and when the next day came along, she ended up having about eight million hits on her website. This was when her brand started to grow and expand into a huge company. Another thing that Tory Burch did was use social media to be in contact with her consumers and obtain feedback from them. This definitely helped her produce better products that the public wanted.  

S.W.O.T. Analysis

Strength- The brand is very affordable and it fits the taste and style of a lot of women.

Weakness- She hasn't created clothing for men or kids. 

Opportunity- Expanding to other parts of the world besides America.

Threat- Michael Kors is another brand that is similar to Tory Burch. Therefore, this becomes competition for Tory Burch and it can definitely be a threat.

Target Market 
Women of all ages but mostly mothers that had full time jobs.

Ch. 1 - Overview of Marketing (Brief History and Mission Statement)

Brief History:
Tory Burch was the CEO and designer of her own fashion line when it first launched in February 2004. She decided to open the first Tory Burch Boutique in New York on Elizabeth Street. The type of fashion that she created was based upon her own personal style and spirit. The brand was mostly known for it's T-logo medallion.

Tory Burch was designed among multiple product categories which included : ready-to-wear, handbags, shoes and accessories. By April 2005, Oprah had endorsed Tory's fashion line while she appeared on "The Oprah Winfrey Show". In October 2009, Tory Burch eye-wear was launched with Luxottica Group in partnership. As of January 2013, there are 83 Tory Burch stores that have been created worldwide.


Mission Statement:
"Tory Burch is an attainable, luxury, lifestyle brand defined by classic American sportswear with an diverse sensibility."

Tory Burch's mission was to create clothing and accessories that were affordable yet stylish and wearable for women of any age.