Tory Burch is an attainable, luxury lifestyle brand defined by classic American sportswear with an eclectic sensibility. It embodies the personal style and spirit of its co-founder and creative director, Tory Burch. Perceiving a void in the market for a sophisticated American aesthetic at an accessible price point, Tory wanted to create stylish yet wearable clothing and accessories for women of all ages. Tory Burch was launched in February 2004 as a lifestyle concept with multiple product categories, including ready-to-wear, handbags, shoes and jewelry. Tory Burch established her strategy by way of connecting with her childhood on a farm outside of Philadelphia, as well as her mother's and father’s unique sense of personal style, influence the aesthetic of the collection. The collection launches as a lifestyle concept from the outset with several categories including ready-to-wear, shoes, handbags and jewelry. Tory Burch Ballerina Flat Shoe is the most popular item of her collection. They’re comfortable, flat and priced competitive. Tory is recognized for going in the opposite direction of the minimal retail design popular at this time, wanting customers to feel like they were entering her living room instead of a boutique. Competitors: Nanette Lepore, Diane von Furstenberg and Theory
Brand Relevance: Tory Burch brings the boutique experience online with ToryBurch.com. The site includes Tory's Must-Haves and Blog, which highlights the collection's inspiration and trends, posts regular features on travel, culture and tastemakers. It also features music and video and integrates Tory's Facebook and Twitter pages. In 2005 Tory was aired on the Oprah show as the next big thing in fashion. Tory Burch, as a brand, is forward-thinking when it comes to social brand relevance of bloggers and delving into social media.