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.