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.