Tory Burch

Tory Burch is an attainable, luxury, lifestyle brand defined by classic American sportswear with an eclectic sensibility, which 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. Going against the minimalist trend that was popular at the time, Tory designed her flagship boutique, in downtown New York, to feel more like a room in her own home than a traditional retail store. Key design elements featured in all boutiques include orange lacquer doors, mirrored walls, and Lucite fixtures.

Tory’s childhood on a farm outside of Philadelphia, as well as her mother and father’s unique sense of personal style, influence the aesthetic of the collection. Her sensibility is also inspired by art, photography, films travel, and the work of interior designer David Hicks. Graphic prints, bold colors and ethnic detailing are all signatures of the brand.

Born in Valley Forge, Tory graduated from The University of Pennsylvania with a degree in Art History and moved to New York to pursue a career in the fashion industry. She has worked for some of America’s greatest designers, including Ralph Lauren, Vera Wang and Narciso Rodriguez at Loewe. Tory currently resides in New York City with her three young sons.

In June 2008, Tory won the CFDA award for Accessory Designer of the Year. In November 2007, she was honored by the Accessories Council of Excellence with the award for Accessory Brand Launch of the year. In 2005, the Fashion Group International awarded her with the Rising Star Award for best new retail concept.

In June 2009, Tory launched The Tory Burch Foundation in Los Angeles with Mayor Villaraigosa. The Foundation provides economic opportunities to women and their families in the United States through microfinance.

Tory Burch is a fashion icon as she not only has developed a successful business but she is also a mother to three sons and three stepdaughters as well as a prominent philanthropist. Tory Burch relates to the Fashion for the 35 Something target market due to their importance of family, their mutual love of fashion, and desire for comfortable yet fashionable clothing.

“One thing that my mom taught me is you really have to build your children up. Really encourage them to be who they are and embrace who they are. Having identical twins, it's interesting, we don't talk about competing and we don't compare and we really try to make each quality in them shine, states Tory Burch.” This quote exemplifies the Jeans for the 35 Something target market because children are their top priority in life.

Who is the Customer?

Tory Burch clothing is versatile enough to be part of the wardrobe of a clientele ranging from working women and soccer moms to socialites and wealthy women. Her style is known for being easy to wear.
Her styles are popular with the viewers and fans of the television show Gossip Girl, which they often appear on, and her style transcends generations.

“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 sells the idea that any age can wear Tory Burch.

Michelle Obama, Julianne Moore, Katie Holmes, Oprah Winfrey, Uma Thurman, Gwyneth Paltrow and Hilary Swank all wear the Tory Burch collection.

Selena Gomez wearing Tory Burch

What are the Color Stories? (Women’s/Children’s)

The style of Tory Burch has been described as Preppy-bohemian. Tory Burch expertly combines retro references from the sixties and seventies with global influences, modern silhouettes and a vibrant color palette through all her collections.

Tory Burch Autum/Winter 2011- 12 Collection presented during Fall 2011 New York Fashion Week was all about “English country dressing translated through American sportswear” as summed by designer herself. Designer’s favorite bohemian element was evident in pieces like pussy bow-blouses, scarf-print silk maxi skirts, and a pair of groovy flared trouser suits.

70s Fashion and trends were prominent in color palette that included brown, muted orange, taupe, olive green, rust, soft peach hues and pieces like suits, bow blouses and plaid prints and tweeds.

In designing the Pre-Fall 2011 collection, Tory Burch was inspired by Parisian chic with global influences. The collection includes texture and prints mixed together. There are stripes, floral, and a heart motif found throughout the line from the dresses to the blouses, jackets and shorts. The color palette of neutrals, navy, white, and pops of red, ties the looks together.

Describe the silhouettes. (Types of garments, the fit of the garment)

Modern yet timeless tailored pieces.

Tory Burch Fall 2011 Collection presented a nice mixture of chunky tweeds, plaid prints, and heavy embellishments. Making come back for fall season 2011 season in Tory Burch collection are palazzo pants in low-slung pleated and printed versions teamed with silk tops.

In the Fall 2011 Collection, you see midcalf skirts, blazers, and wide-leg pants. Pieces like tie-front blouses, shearling-trimmed coats, and a bold crimson velvet suit. Cream tops and skirts done in the same cream lace to add a romantic feel.

The classic tweed skirt gets a chic update in the Brubaker Skirt, a pleated silhouette with a youthful edge while the Georgiana Jacket features a cropped, double-breasted silhouette.

The Tory Burch timeless bow blouse is a fall wardrobe staple that was inspired by the chic women from the Forties and Seventies. It’s a great feminine detail, but you can remove the bow from the blouse, creating a totally different streamlined look.

Describe the Style (Prints)

Tory Burch’s designs utilize prints for Women’s and Children’s garments and accessories. Graphic prints, bold colors and ethnic detailing are all signatures of the brand.

The colors and prints make women look feminine without being too girly.

Stated above, the Tory Burch Fall 2011 Collection presented a nice mixture of chunky tweeds, plaid prints, and heavy embellishments.

Tory Burch is known for her bold large prints and her Resort 2012 Collection really exemplifies this selection. Ethnic inspired geometrics are present alongside several beautiful floral/paisley prints. These paisley prints really soften the line and keep it from becoming too square and rigid for her customer.

Describe the Style (Stripes)

Stripes follow some of the similar rules. Signature Tory Burch stripe.

Stripes are seen more in Tory Burch’s Summer or Resort Collection, however, she incorporates a few in her Fall 2011 collection. Suiting played a dominant role in the Fall 2011 collection with a red tuxedo-stripe velvet smoking inspired by Yves Saint Laurent.

Tory Burch does a great job balancing the stripe size and pattern to her women wear. In the Fall 2011 collection, sweaters incorporate two different size stripes to give and English American feel. However, in Tory Burch’s Summer and Resort collections, nautical style stripes are prominent.

Describe the Colors (Fabrics)

The concept “Modern yet timeless tailored pieces” allows Tory Burch to use a wide range of fabrics in her collections.

The range of woven fabrics and pattern used reaches from tweeds, velvet, denims and cottons to pinstripes, plaids, silk, knits and corded lace.

Tweed
Velvet

Tory Burch incorporates the use of woven fabrics not only in Women’s and Children’s apparel but uses them on accessories, handbags and shoes.

Like her prints and graphics, Tory Burch’s woven fabrics are bold and detailed.

Plaid
Lace

Describe the Knits

Tory Burch’s knits are an eye-catching mixture of modern details with classic timeless techniques.

Fine-knit sweaters are seen in Tory Burch’s Fall 2011 Collection, along with cashmere blend knits, slinky ribbed knits and shadow knits.

Layers of luxe jersey knit add a modern shape to the tailored silhouette of the Tory Burch Herve Tiered Knit Top.

Cotton stretch double knit is used in the Tory Burch Tibbs Pant for a chic and comfortable wardrobe basic.

Double Knit
Ribbed Knit
Shadow Knit
Jersey Knit

Describe the Store in Relation to Customer’s Home

Tory Burch SoHo, NYC Tory Burch, Chicago

The Tory Burch boutique is made to feel more like Tory’s own room in her home than a traditional retail store. Key design elements featured in all boutiques include orange lacquer doors, mirrored walls and Lucite fixtures. This puts Tory Burch above its competition with familiarity of the product logo and look.

Tory Burch is available at numerous freestanding Tory Burch boutiques across the US, www.toryburch.com and over 450 select department and specialty stores worldwide. Tory Burch also has a Private Sale website, as mentioned above that requires an e-mail address sign-up, along with factory outlet stores.

At the front of the store, you will find window displays of new trends, handbags and shoes. Once you enter the store, you will notice handbags on a large table or other small accessories mixed together with knitwear or basics.

The middle of the store is typically where Tory Burch’s Ready-to-Wear section lies. Walls are lined with gorgeous items from the fall collection. You will notice the white comfortable couches with coffee table to allow you to take a break and relax while shopping. Additionally, on the coffee table you will find jewelry or other small accessories to catch the shopper’s attention. Instead of having a check out counter, Tory Burch uses a modern wooden table or desk that only has a small laptop and phone sitting on it to give a home office feel. Sales associates will then take your merchandise to the back room with your credit card to do the transaction and wrap your items. This gives the store a more relaxed and laid back shopping experience.

Tory Burch Flagship Store – 797 Madison Ave. in Upper East Side

The designer and her longtime architect, Daniel Romaldez, transformed a stripped-down 19th century townhouse at 797 Madison Avenue into a warm, homey place in eight months. "It's a miracle," Romaldez said, with a laugh.

Parts of the flagship store, which showcases Burch's ready-to-wear collection, handbags, shoes, jewelry and small leather goods, has familiar orange lacquer walls, plum curtains and gold fixtures that are common to all Burch boutiques.

The new store differs from other boutiques as it has homey touches like a marble fireplace on the second floor (modeled after one in Burch's living room), a third-floor shoe salon with leopard-print carpet and an outdoor terrace. The fifth floor VIP salon, accessible by a private elevator, is inspired by renown French interior designer Madeleine Castaing. It is decorated in shades of turquoise, purple and sea blue.

The store and Tory’s home is what I imagine my target audience’s home to look like or aspire to look like.