tory burch children's wear extension
DESCRIPTION
ÂTRANSCRIPT
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TABLE OF CONTENTS4. Tory Burch
6. Mission Statement8. The Tory Burch Foundation
10. Brand Essence12. Online Presence
13. Brand Assets14. Current Consumer
15. SWOT Analysis16. Competitors
18. Opportunity Statement 20. Target Customer
22. Justification for New Market24. Trend Analysis
26. “In Her Shoes” Concept28. Color Palette
29. Patterns30. Materials
32. “In Her Shoes” for Girls34. “In Her Shoes” Full Collection
44. “In Her Shoes” Mom’s Essentials45. “In Her Shoes” Mom’s Full Collection
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TORY BURCHTory Burch launched her own brand out of a boutique in Manhattan’s Notlita neighborhood in 2004. Previously, Tory worked for some of the most influential designers’s of the times,
such as Ralph Lauren, Vera Wang and Narciso Rodriguez. The Tory Burch brand now has 100 boutiques, and presence in over 1,000 department stores. Burch has been awarded a CFDA for Accessory Designer of the Year, Glamour’s Women of the Year, Forbes’s Most Powerful Women in the World and Vanity
Fair’s International Best Dressed List.Raised in Valley Forge, Pennsylvania by her parents Buddy and Reva Robinson, who she claims as a constant inspiration for her brand. Color, print and eclectic details are key components of her collections. Tory’s current line includes ready-to-wear, shoes,
handbags, accessories and beauty.
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“Tory Burch is an American lifestyle brand that embodies the personal style and sensibility of its CEO and designer, Tory Burch. Launched in February 2004, the collection, known for color, print and eclectic details, includes ready-to-wear, shoes,
handbags, accessories and beauty.”
MISSION STATEMENT
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“the world needs women entrepreneurs, and
women entrepreneurs need all of us.”
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THE TORY BURCH FOUNDATIONTory created the Tory Burch Foundation to support the economic empowerment of women entrepreneurs and their families in the US. Their services include small business loans, mentorship programs and entrepreneurial education. Through this foundation, Burch supports woman who face many of the same challenges as herself, including balancing work and family, a priority in her life.
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The brand aims to be an exclusive and altruistic brand, while keeping price points attainable. Tory Burch is a high quality brand that uses the best materials possible. This luxury lifestyle brand is defined by classic and sophisticated American style with an eclectic and worldly sensibility. Tory Burch’s brand is an innocent brand, where paradise and happiness are created for her consumers. Tory always keeps her fashion forward woman in
mind when designing her easy to wear and simply chic pieces.
BRAND ESSENCE
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ONLINE PRESENCEThrough multiple social media platforms and their own app, the Tory Burch brand creates a sense of community, and exudes a hip yet classic mood. Having capitalized on the mobile market has been crucial, and proven successful. Forty-four percent of Tory
Burch’s website traffic comes from mobile devices.
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With the Tory Burch brand come many strong assets, including their unique store design, use of technology, and packaging. One of their strongest brand assets is the Tory Burch logo. The signature logo has resonated well across the globe, even
alluding to the symbol for luck in some countries. Tory Burch stores are all unique in their design, each one styled different from the other. This gives the stores a boutique feel. Retail locations are designed to have a home-like feel and allow
the customer to shop at ease.
BRAND ASSETS
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THE TORY GIRLVogue defines Tory Burch’s target consumer as an “aspirational mid-career women and Bergdorf moms seeking affordable quality with the timelessness of good taste.” Ranging from 25-55, Tory’s consumer is an sophisticated and metropolitan woman who takes the assortment offered at the stores and puts a personal spin on
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Demanding high quality and attention to detail, this woman is willing to spend on high fashion clothing. She is loyal to the brand because of their attainable price points in the luxury market, that set Tory Burch’s clothing at a more reasonable price point than
her competitors.
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SWOT ANALYSISSTRENGTHS - Iconic and easily recognizable symbol - Strong brand following - Attracts affordable luxury market
WEAKNESSES - Can company continue without Burch? - Market is diluted by other designer accessory companies
OPPORTUNITIES - Adding more categories - Creating more brick-and-mortar locations to expand consumer experience, nationally and internationally - Create new innovations with online platforms
THREATS - Fake products sold widely at a much cheaper price point - Another higher end designer creating a diffusion at Burch’s price point
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COMPETITORS In order to fully understand the new market that Tory Burch is entering, it is important to look at the competitors. Tory Burch is often defined as a leader in the affordable luxury market, where the competitors include Michael Kors and Kate Spade. The Tory Burch brand will create a new space in the children’s wear market,
entering into the affordable luxury category.Competitors in designer children’s wear are priced above and below this new collection. Burch’s collection will be different by creating a price point in between these two markets, while still
offering designer details, patterns, styles, and quality.
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OPPORTUNITY STATEMENT Inspired by her mother and their relationship, Tory Burch will introduce a children’s wear and a mom’s essentials collection that is sophisticated, cheerful, and fashion-forward.
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KRISTEN Dedicated and hard working, Kristen went to a prestigious university where she fell in love with her college sweetheart. They moved to Boston, began their careers, and welcomed their first daughter Alana. She spends her days freelancing as a graphic designer, going from meetings then home to play with
her daughter.
Kristen, a modern mother, is challenged everyday to balance work and family life. She is nostalgic of her relationship with
her mother as she builds her own family.
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ALANAAlana, is one of the newest additions to the world, and is energized by all the new things she learns everyday. Alana’s mommy likes to finger paint and play in her fort with her.
Mommy is always there when she wakes up from her nap.
Alana likes exploring the city with her mom when they run errands together, sometimes they’ll even get a yummy treat from the bakery. Grandma comes on Sundays to read her books and play with her. They like to look at pictures of her mommy
when she was little like Alana.
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Why “In Her Shoes?”Brand extensions make sense when new additions strengthen the meaning of the brand. The Tory Burch brand has considered how “In Her Shoes” will increase the value of their brand, while still fitting well with what is already offered. The new children’s wear line is a viable addition to Tory Burch’s collection because of the growing desire for fashionable, accessible luxury, clothes for young mothers, and their desire to share this connection, through clothing, with their child. Tory Burch’s lifestyle brand will appeal to this market by expanding her
already desired brand to her current customer’s children.
“Pregnant women and new mothers are a lucrative segment for marketers”
“Gaining their loyalty at this key stage in a new parent’s life could create a bond with a brand they remember for subsequent births”
“Word of Mom is the most powerful form of marketing for brands who want to connect with the $2.4 trillion Mom Market”
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As life expectancy becomes longer, families are becoming larger. Increased life spans give us the ability to connect across more generations today than in previous decades. The desire
to connect family is stronger across all generations as a new family structure is formed. This family trend is already very prevalent in the Tory Burch brand. Tory Burch’s most popular accessory, the “Reva Flat” is already named for her mother. In creating a new children’s collection, the Tory Burch brand will consider how to continue their already strong
implementation of the need to connection across generations.
LIVING LEGACIES
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Yearning for the past becomes prevalent in today’s fast paced society. Nostalgia is being created into more than a feeling today through modern mediums. Light bulbs are now being designed to emit a warm and subtle light, using designs from previous decades. Instagram and
other platforms allow people to express their nostalgia through new forms of technology Simple and warm, the look of this much needed nostalgia is that of a faded Polaroid that
inspires today’s generation of young adults.
NEEDED NOSTALGIA
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IN HER SHOES
Tory Burch takes a nostalgic look back on her childhood. Growing up in the 1970s, Tory remembers her mom as a sophisticated and beautiful woman. Constantly inspired by her mother’s style, Tory brings a bohemian and cheerful look to her children’s wear
collection. Expanding on the support she already gives women entrepreneurs; she looks to support them as they balance work and family life through a collection of mom’s essentials. The bond between mother and daughter inspires Tory to create this collection for
her American lifestyle brand
“‘Who’s Reva?’ It’s the question I get asked the most because people want to know the story behind our signature Reva ballet flat…. Reva is my mother, the most effortlessly stylish woman I know and my
greatest source of inspiration.” —Tory
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COLOR PALETTE
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PATTERNS
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MATERIALS
SILK CHIFFON - Lightweight - Semi-Sheer - Soft Handed - Drapes well - Good for dresses, blouses, and scarves - Works as an overlay
SILK CREPE DE CHINE - Lightweight - Soft Handed - Drapes well - Good for a wide array of garments
COTTON - Cotton/ Spandex Blend - Medium weight - Versatile - Has good stretch - Good for a wide array of garments
POLYESTER - Medium weight - Versatile - Has good stretch - Good for garment linings
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ITALIAN LINEN BLEND - 30% Linen/70% Rayon - Lightweight - Crisp drape - Structured - Good for warm weather dress or pants
LINEN
- 3% Spandex/ 97% Linen - Subtle Sheer - Soft Handed - Wrinkle Resistant - Good for a wide array of garments
LEATHER
- Structured - Durable - Easy to care for - Good shoes and handbagss
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MILLY TOP $100Style Number: 11142129Materials: Italian Linen BlendColorways: Nolita Flowers with Golden, Coral with GeoTory Yellow, Vintage Blue with Mother’s Mosaic 15 SKUSXS S M L XL
An elevated take on a casual classic, our Milly top is offered in three versions, that draws on this season’s inspiration. The unique curved style-line creates an exciting update to a basic top. TRACI SHORT $110Style Number: 51131110Materials: Cotton/ SpandexColorways: Coral, Mother’s Mosaic on Sky Blue, Ruby. Sunset Flower20 SKUSXS S M L XL
Our Traci Short is a great warm-weather piece that is perfectly relaxed and lightweight. Easy to wear, the Traci short has a put-together appearance. Made of a cotton / spandex blend, it is offered in four chic iterations.
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EVA TOP $120Style Number: 12141137Materials: Silk Crepe de ChineColorways: Ruby, Coral, Golden, Nolita Flowers on Coral, Mother’s Mosaic on Sky Blue, Sunset Flowers30 SKUSXS S M L XL
The Eva Top — a style from our runway — is cast in the prettiest shades of the season. Made of lustrous silk , the Eva top’s clean and simple lines are Sixties-inspired, with a slight gather at the neckline.
ABBIE PANT $90Style Number: 11141223Materials: Cotton / SpandexColorways: Nolita Flowers with Warm Floral, Vintage Blue with GeoTory Coral, Mother’s Mosaic with Ruby, 15 SKUSXS S M L XL
Our Abbie Pant features a decorative ruffle trim that is color-blocked with the pant: a micro-sized prints contrast with the pant to create a big impact with contrast.
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HOLLY TOP $110Style Number: 51131110Materials: Silk Crepe de Chine Colorways: Vintage Blue, Coral, Ruby 10 SKUSXS S M L XL
Free and flowing, our Holly Top is perfect for a day out and about. Made of draped silk crepe de chine, it comes in three versions — vintage blue, coral, and ruby. Cap sleeves complete this crop-top, an embellished neckline brings glamour to the Holly top.
TATIANA SKIRT $100Style Number: 12141241Materials: Silk Crepe de ChineColorways: Vintage Blue, Golden, Sunset Florals, GeoTory Coral20 SKUSXS S M L XL
The Tatiana Skirt ruffles up from the waistband on top and then flows out from, creating a full skirt. Designed in four looks inspired from our nostalgic concept, this skirt goes great with any things!
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RYLEE DRESS $220Style Number: 10141400Materials: Silk Crepe de ChineColorways: Mother’s Mosaic on Ruby, Vintage Blue10 SKUSXS S M L XL
The clean lines and easy fit of our Rylee Dress are Seventies-inspired but timeless. Easy and trendy for any Tory girl, this dress is made of silk crepe de chine, creating a flowing and draped silhouette.
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STEPHANIE TOP $60Style Number: 1212441Materials: LinenColorways: Coral, Warm Florals, GeoTory Coral, Vintage Blue, Golden, Mother’s Mosaic on Ruby 30XS S M L XL
An instant classic for any occasion. Clean and simple with a stylish neckline, the Stephanie top can easily be paired with any bottom for an array of looks.
TRACI SHORT $110Style Number: 51131110Materials: Cotton/ SpandexColorways: Coral, Mother’s Mosaic on Sky Blue, Ruby. Sunset Flower20 SKUSXS S M L XL
Our Traci Short is a great warm-weather piece that is perfectly relaxed and lightweight. Easy to wear, the Traci short has a put-together appearance. Made of a cotton / spandex blend, it is offered in four chic iterations.
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ELSA DRESS $280Style Number: 52131416Materials: Silk Chiffon, Polyester LiningColorways: Golden, Mother’s Mosaic on Sky Blue10 SKUsXS S M L XL
Worn on our runway, the Elsa Dress draws on the nostalgic and soft mood of this spring’s collection. Made of silk chiffon and lined with polyester, this dress features small, all over pleats. The slight A-line skirt creates a full skirted look. The perfect look to wear with Mommy to any party.
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TORY TUNIC $120Style Number: 10141151Materials: LinenColorways: Mother’s Mosaic on Ruby with Navy, GeoTory Coral with Vintage Blue, Tiled Floral with Ruby, 15 SKUSXS S M L XL
One of our most iconic styles, the Tory Tunic is always created from globally-inspired glamour. Made of linen with patterned trim on the neckline. Easy and breezy, it’s an essential for chic warm-weather.
HANNAH LEGGING $70Style Number: 51131229Materials: Cotton / SpandexColorways: GeoTory Coral, Ruby, Warm Florals, Sky Blue, Notlia Flowers on Navy, Mother’s Mosaic on Ruby30 SKUSXS S M L XL
Easy and lightweight, our Hannah Legging can easily be dressed up or played down. A reliably chic choice for your little girl, whether bound for the park or school.
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AMBER DRESS $140Style Number: 52131470Materials: Silk Chiffon, Polyester liningColorways: Warm Florals with Coral, Vintage Blue with Mother’s Mosaic on Ruby10 SKUSXS S M L XL
The Amber Dress is made of silk chiffon and created with a signature style line that curves downward for a unique look. Easy glamour and play-fullness makes this dress perfect for a little Tory girl. Coming in two print combinations, pair with a “Reva for Me” flat to tie the look together.
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LANA JUMPER $340Style Number: 51131110Materials: Italian Linen BlendColorways: GeoTory Coral, Ruby10 SKUSXS S M L XL
Created in our signature GeoTory Coral pattern, inspired by Tory’s mother, and in Ruby, our Lana Jumper is perfect for an array of occasions. Made of a crisp Italian linen blend with a tie at the waist creating definition. The Lana Jumper was made in a sleeveless design for warm weather.
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REVA FOR ME FLAT $70Style Number: 51178876Materials: Leather, RubberColorways: GeoTory Coral . Vintage Blue, Sunset Flowers, Coral48 SKUS11T, !2T, 13T 1, 1.5, 2, 2.5, 3, 3.5 4, 4.5 5
Our signature Reva flat is now made for our children’s collection, “In Her Shoes.” Tory draws on her mother for inspiration in the collection that would not be complete without the Reva flat, coming in 4 styles.
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MCKENZIE DRESS $480Style Number: 10186800Materials: Silk Crepe de ChineColorways: Vintage Blue, Nolita Flowers 10 SKUSXS S M L XL
This simply draped McKenzie dress skims off the body to create a feminine and sophisticated silhouette. Sixties-inspired but timeless, look in our new “In Her Shoes” collection for the Rylee dress, for your little girl. Made of silk crepe de chine, the McKenzie dress a great transition piece for any occasion.
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JAYME PANT $420Style Number: 52131455Materials: Cotton/ SpandexColorways: GeoTory Coral, Warm Florals, Navy, Sunset Flowers20 SKUSXS S M L XL
A classic trouser that has pair-with-anything appeal, our Jayme Pant is made of Italian blend linen that has a bit of stretch, but still staying crisp.
TORY TUNIC $260Style Number: 11141151Materials: LinenColorways: Mother’s Mosaic on Ruby, Sunset Flowers, GeoTory Golden, Warm Florals20 SKUSXS S M L XL
One of our most iconic styles, the Tory Tunic is always globaly-inspired glamour. Easy and breezy, it’s an essential for chic warm-weather dressing.
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EVA DRESS $650Style Number: 51132504Materials: Silk Crepe de Chine, Polyester liningColorways: Ruby5 SKUsXS S M L XL
Worn on our runway, the Eva Dress draws on the nostalgic and soft mood of the season. Made of silk crepe de chine, the easy to wear down features micro-pleats that drape elegantly down from a halter neck line. The perfect look to wear to any party.
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LAURA JUMPER $340Style Number: 51131110Materials: Italian Linen BlendColorways: Coral, Warm Florals10 SKUSXS S M L XL
Inspired by Tory’s mother, our Laura Jumper is perfect for an array of occasions. Designed to hit the ankle with a sleeveless top, this jumper is perfect for warm weather dressing while still looking chic. Crisp and tailored, the Laura jumper is easy to wear while still maintaining a sophisticated look.
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REVA FLAT $225Style Number: 50008606Materials: Leather, RubberColorways: GeoTory Yellow, Mother’s Mosaic on Ruby, Light Blue, Navy44 SKUS5, 5.5, 6, 6.5, 7, 7.5, 8, 8.5, 8, 9.5, 10
Our signature Reva flat is being reintroduced this spring into our new “In Her Shoe’s” collection. Inspired by Reva herself, these flats are limited edition.
REVA TOTE $670Style Number: 50009822Materials: Leather, Rubber SoleColorways: Sunset Flowers1 SKU
High quality and scratch resistant, the Reva Tote, named for Tory’s mother, is perfect for any mom on the go. This chic shape comes with a multitude of pockets in the interior, good for organization.
