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.