Tory Burch Brand Analysis

1076 Words3 Pages

Brand Analysis

In my opinion, Tory Burch’s success is no fluke. The Tory Burch empire has a strong digital media presence that has helped it grow more big and successful every year. The customer-centric approach across all its communications medium defines the point-of-view of the brand. The brand designs, which are inspired by Tory Burch’s lifestyle, gives a greater meaning to the company as a whole and provides its customers with a clear and steady image of the brand. (10) The brand has a clear understanding of the needs of its target audience and have been able to reach them through its various marketing channels. Considered as an affordable luxury brand, Tory Burch has been able to market itself to a wide range of customers. Tory is a …show more content…

Tory Burch website builds narrative and storytelling around its brand and products to create an interactive shopping experience for its customers. The brand has been able to build trust and strengthen their relationship with its customers by handling criticism in a transparent manner. Tory Blog is not like a regular fashion blog. The blog goes beyond the commercial interests and curates’ experiences and interest of the public by focusing on travel, food, and entertainment. The most fascinating thing about the blog is that it brings together posts of chefs, travel writers, and creative directors to engage public on topics other than fashion. Through blog, the brand is trying to introduce new things and experiences to its customers which they might have not discovered before.
While Twitter is where Tory Bruch herself tweets, Instagram is her lens. The brand’s Facebook page is the voice of the brand as its seen as a customer acquisition vehicle.
Other than shopping on Tory Burch website, the customers also get a chance to shop through brand’s Facebook and give their feedback on the product. Tory Burch mission is to create products that satisfy its audiences “want of expressing their personalities through the products.” (12) The customers are attracted to Tory Burch’s apparels because they are accessible and made for modern women. The brand, known for its exclusivity and …show more content…

The brand, which is a direct competitor to companies like Michael Kors and Kate Spade, is still a privately owned company with many investors waiting to get a chance to invest in the exponentially growing business. This gives it an extra edge over its competitors as even before going public it has a bigger market evaluation than them.
The challenge of staying up-to-date in fashion trends worldwide and understanding the competition has contributed to the continued success of the brand (18). Tory Burch maintains a strong image and utilizes all of its social media platforms to their advantage. The brand genuinely cares about customer experience and engages with its audience to understand their needs. According to ZDNet article At Tory Burch, a clear-eyed focus on the customer, Tory Burch CMO Miki Berardelli shares, “Tory Burch is an O.P.E.N. brand—on-demand, personal, engaged, networked—which "means taking the customer along on a journey.” (19) Tory Burch’s initiative to launch different product line on the recommendation of their customers are compatible with filling fashion industry of things that never existed before. Additionally, if Tory Burch continues to produce such products, it can significantly change the face of the fashion world by making it more luxurious and

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