Ch. 7 - Business Marketing

Tory Burch and Sony have recently partnered up in order to bring 4k camera technology into the fashion industry. Tory Burch's Spring 2014 collection will be filmed and shot using Sony cameras that will release images and videos in 4k technology for the first time. The two companies are basically working together in order to promote each other. Estée Lauder and Tory Burch have also done the same and partnered up when Tory Burch recently released a "beauty" line for the company through Estée Lauder. Exottica, which is a company that distributes eyewear had also teamed up with Tory Burch at one point back in 2007 and helped release Tory Burch eyewear. This includes prescription glasses and fashion sun glasses as well. These partnerships have resulted in successful sales and growth for Tory Burch's company. There are the only companies that have done partnership projects together with Tory Burch.

Ch. 8 - Segmenting and Targeting Markets

When Tory Burch first launched her fashion line back in 2004, her goal was to target specifically consumers that were baby-boomer women. These middle-aged women felt that the market wasn't catering to them what they wanted. The fashion industry lacked a reflection of the variety of attitudes, tastes, life-styles and body types of this specific target market. Then Tory Burch came along and successfully started making millions by catering and giving her consumers exactly what they were missing. Furthermore, she gave them what they wanted. The fashion products were age appropriate, affordable and showcased luxurious style. One of the segmentation bases that Tory used here was age segmentation and gender segmentation. The demographic segmentation was one of the segmentation bases that Tory specifically used as well. As the brand started to grow  throughout the years, Tory started attracting female consumers from younger age groups. One very popular product that attracted a huge number of these younger female consumers was the reva ballerina flat which had the signature gold logo on top.

While successfully tapping into the global market worldwide, the geographic segmentation was one of the bases that helped Tory Burch reach these specific consumers. For example, the climate in Brazil would normally be very hot and tropical. Because of this, Tory Burch decided to make the bikinis that were sold in Brazil a little more skimpy than the original Tory bikini. Clothes that were sold in the Middle East were actually created to be longer and were created to cover the skin of women. This actually ties into one of the psychographic segmentation variables which is specifically the lifestyle of people who lived in this specific region. Women in the Middle-East are commonly known to follow a belief where when in public, they are not allowed to show their "beauty" because the only man that has the right to see the women is her husband. The geodemographic segmentation, which combines geographic, demographic and lifestyle segmentations would also tie into Tory Burch's plan as well.