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.