Back in time
Social Media Visual Works for TORY BURCH
Irene Lai LXFM740 : Visual Narrative for Consumer Engagement Professor : Atiya Sewell
TABLE OF CONTENTS
BRAND HISTORY
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AD CONCEPT : BACK IN TIME
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CONSUMER PERSONA
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MOOD BOARD
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SCHEDULE
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GIF IDEA
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GIF DISPLAY
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MICRO-MOVIE IDEA MICRO-MOVIE DISPLAY WORKS CITED
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BRAND HISTORY Began in 2004, the American fashion designer Tory Burch launched her namesake brand during the fashion week opening a boutique in the Nolita district of New York City. The premium fashion label represents the style of American elegance, with floral printed element, bright orange vibe, and its iconic double-T logo, which derived from two inspirations of Tory herself : travel and interiors. These two elements are featured in every series of Tory Burch, coming with vibrant orange that represents brightness.
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AD CONCEPT :
Gone through the dark age from the end of
A tremendous uncertainty smothered each
life. No one knows wh
Tory Burch ignites the hope to bring th
COVID-19 that is filled with colorful, glamo
those old days with Tory’ s throwback ! W
lust, celebrating those sparkling moments b
coming back in
The campaign will feature the progression i
brightness and use the tagline #b
BEFORE 2019 04
: Back in time
f 2019, world of fashion fell into the abyss.
h creative spirit, ceasing the enthusiasm for
hat’ s going on next.
he communities back to the days before
orous and vibrant ambience. Let’ s recall
We invite you to dive into yellowish wander-
back in time, and looking forward to vitality
n nearly future.
in two different vibes, from monochrome to
backintime throughout the event.
2021 ~2022 05
@Chienyu520jen
SU CHEN
CHIEN YU WEI
PEI CHI HONG
Nationality : Taiwanese
Nationality : Taiwanese
Nationality : Taiwanese
Gender : Female
Gender : Female
Gender : Female
Job : Fashion Blogger
Job : Fashion Editor
Job : Marketing Manager
Age : 28
Age : 32
Age : 38
Income : $ 12000USD /yr
Income : $ 18000USD /yr
Income : $ 30000USD /yr
Education : Bachelor Degree
Education : Bachelor Degree
Education : MBA Degree
Marital status : Single
Marital status : Engaged
Marital status : Married, no kids
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CUSTOMER PERSONA
MOOD BOARD
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SCHEDULE
08
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GIF IDEA Pandemic Color grading Monochrome Item 2020 Eleanor bag 2020 T Monogram bucket bag (BLACK)
Back in time Color grading Yellowish Item 2020 T Monogram bucket bag (YELLOW) 2019 Kira bag
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2019 Satchel bag
#Backintime
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GIF DISPLAY
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MICRO MOVIE IDEA Micro movie is based on art concept to story telling two different scenarios after and before COVID-19. Begin with the lens in monochrome grading by moods like suffering, stuck, upset, depressed and uncertain, to depict the depression under the circumstances. Extending the GIF concept going from monochrome to yellowish vibes to recall the time before COVID-19, the movie will focus on emotions of vibrant, joyful, free, energetic, brilliant and hopeful. The movie ends up with best selling bags in Taiwan in 2019 and 2020, and the hashtag “Backintime” with TORY BURCH logo.
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MICRO MOVIE DISPLAY
#Backintime
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WORKS CITED https://www.toryburch.com/ https://www.instagram.com/toryburch/ https://www.massaboutique.eu/the-brand/tory-burch/ https://www.harpersbazaar.com/culture/a35770968/mentorship-advice-womens-month/ https://www.facebook.com/ToryBurchHongKong/posts/710569222972826 https://1000logos.net/wp-content/uploads/2017/08/Tory-Burch-Logo.png https://www.fashiongonerogue.com/tory-burch-spring-2021-campaign/ https://www.vogue.com/fashion-shows/spring-2021-ready-to-wear/tory-burch https://blog.toryburch.com/wp-content/uploads/2020/10/Style_SS21Trends_960_TD_Oct_20_Slide1.jpg https://hk.appledaily.com/entertainment/20201021/NJRYUTSXUZFPLJH4Q355UMPD5Q/ https://hk.appledaily.com/entertainment/20201021/NJRYUTSXUZFPLJH4Q355UMPD5Q/ https://blog.toryburch.com/wp-content/uploads/archived/CULTURE_BOTW_NostalgiaInVogue_Open_RD.jpg https://www.elle.com/tw/fashion/celeb-style/g29183414/airport-styling/ https://www.loiswonderland.com/blog/post/156629057 http://www.frnd.com.tw/ProductList?brandItem=05&utm_source=instagram&utm_medium=biolink&utm_campaign=201216_biolink_jenniferwei https://www.instagram.com/chienyu520jen/ https://blog.toryburch.com/wp-content/uploads/2020/10/TB_SS21_LOOKBOOK_09_FNL_HIRES.jpg
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Back in time 17