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.