TORY BURCH Brand Communication By: Jackie Olmos
Tory Burch Home Collection
Tory -Chic
Sky-high
SLUMBER LAVENDER
Uptown Vanity
MIXED ELEMENTS
Cherry Blossom
THE SPUNKYSPARKLE MAGAZINE AD+ARTICLE
Ways to Organize a Stylish Home Office An office that reflects the design and comfort of the rest of your home is a place you'll want to burn the midnight oil. Drawing inspiration, whether it’s from art, home interiors, magazines or blogs. I create my own interpretation and then visualize. Finally, I have to take the visual in my head and make it a reality. That’s the trickiest part, but also the most fulfilling. Everything has to have its place whether it’s my magazines, purses, the pencils on my desk or the lipsticks in my bag. I’ve found that the 10 simple tips to stay organized and for creating a charming, practical work space. 1. Location, location, location- You will likely spend many hours in your home office, so don't stiff yourself on space into a windowless area. Also consider traffic flow and your ability to withstand distractions. 2. Don't sacrifice form of function - Consider your workflow and what items you need at your fingertips before investing in furniture, and then look for pieces that are both beautiful and functional. Home office furniture should complement other rooms in your home. A contemporary home office can feature artistic pieces or modern metal furniture.
3. Invest a great chair - a beautiful, ergonomically-correct, comfortable seat is worth every dime. 4. Paint the walls a color (s) you love- Forget "office beige" you need a color that brings out your creativity and inspires you. For some people, that's a bright, cheery color like orange or lime green. Others need a calming shade like botanical green. 5. Give yourself a view - Position the desk where you can stare at something more interesting than a blank wall (even if you do love the color). 6. Choose homey furniture - Unless you're going for a contemporary look, choose extras that enhance the comfy feeling of your home office, like a pretty mug for a pencil holder, trendy notepads and sticky notes, and a decorative waste basket. Wrap your bulletin board in a gorgeous fabric. Hang inspirational prints on the walls. 7. Organize vertically and horizontally 8. Tame the cord jungle - There's not much you can do to beautify the computer, printer, and phone, but you can hide unsightly cords. Start by making sure your equipment is close to outlets and easy to access if you need to unplug. Encase cords on the desk in a pretty fabric cord cover 9. Add plenty of light - 10. Inspire yourself - A special photo on your desk — that motivates you to create and/or get the work done so you can get out of there. A print of Paris can channel your inner muse.
Tory Burch Press Kit
Introduction Tory Burch is an American lifestyle brand that embodies the personal style and sensibility of its Chairman, 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, beauty, home and watches. The company launched in 2004 with a small boutique in Manhattan’s Nolita neighborhood. The brand’s classic but bohemian aesthetic resonated with tastemakers from the very beginning. Tory Burch is a global business with more than 125 freestanding boutiques and a presence in more than 3,000 department and specialty stores. Toryburch.com, which launched in 2004, is the company’s biggest store and is home to Tory Daily, an online magazine with all original content. Known for digital innovation, the company also has websites in Europe and Asia; a Webby-nominated app, Tory Daily; and a robust social media presence.
• 2010: London’s calling and Rome, too. We unveil our first European flagships and expand in Asia with stores in Seoul, Taipei and Hong 2008: The CFDA names Kong. Tory Accessories Designer of • We introduce our first the Year. eyewear collection with 2009: The Tory Burch Luxottica. Foundation launches with • Tory appears the mission to support the on Forbes’s Most Powerful • 2005: Tory appears economic empowerment of Women list for the first on Oprah as the “next big women entrepreneurs and time. thing in fashion.” their families in the U.S. • Tory is honored with the • The Tory Blog, Tory Daily, Fashion Group goes live with original International Rising Star content about the people, Award for Best New Retail places and things that Concept. inspire us. • 2006: “Reva,” our iconic • We open our first ballet flat named after international flagship, in Tory’s mother, is born. Tokyo. • Tory Burch goes global with distribution in London and Dubai.
Company Brand Info/Historical Events • 2004: Our brand debuts during Fashion Week with a store in NYC’s Nolita neighborhoo d. • We launch our ecommerce • site, toryburch.com.
2007: Tory receives the ACE Award for Accessory Brand Launch of the Year.
2014: It’s our 10-year 2011: Tory Burch arrives in 2012: Tory Daily, our first 2013: We debut our anniversary. the Middle East with our app, launches with inspiring fragrance and beauty • Our fragrance and first store in Dubai. blog content, shopping capsule collection, with beauty collection rolls • We celebrate the opening exclusives and free Estée Lauder. out around the world. of our 50th store, and our shipping. • We open our 100th store, in Shanghai. • Watches with Fossil first in China. Ni hao, • We unveil our first stores debut. Beijing. in Singapore and Brazil. • Our Home collection launches. • Our first book, Tory • Our first international • Toryburch.com offers Burch In Color, is ecommerce site, international shipping to • Tory Burch stores arrive in Istanbul and Munich. published and becomes a toryburch.jp, goes live. 30 countries from bestseller. • Orange lacquer doors toryburch.com. • We introduce our first flagship on historic • Our largest global open to our largest • Toryburch.com launches Rodeo Drive in Beverly flagship launches at flagship, on Manhattan’s in the U.K. and Germany Hills. Shanghai’s Kerry Centre legendary Madison (2012), followed by followed by a flagship in Avenue. France and Italy (2013). • Our Tory Daily app is nominated for a Webby Milan. • We host our first runway Award. show with our Spring 2012 collection. 2015: Bonjour, Paris! Our flagship launches in June. • Tory Sport line to debut
Target Customer/ Demographics- Athletic city girl fashionista Age: 25-45 Income: $60,000+ Gender: Female Ethnicity: All Education: College degree Geo/Psychographic - pent house owner with a city view
FALL 2015 Seasonal Story MARRAKECH MEETS CHELSEA. INSPIRED BY LONDON BOHEMIA, FALL 2015 FOCUSES ON BEAUTIFULLY CRAFTED EMBELLISHMENTS, A MIX OF TEXTURES, CAREFULLY ENGINEERED PATTERNS, UNIQUE CUTS AND THE PLAY OF MASCULINE AND FEMININE. ACCESSORIES. INCLUDING ARROWHEAD JEWELRY, SMALL SADDLEBAGS TO OVERSIZED CARPETBAGS, BOOTS WITH CARVED METAL HEELS AND MULES WITH STUDS. ADDING TO THIS BOLD MOOD.
Fall 2015 LOOK BOOK
The Statement Makers​
IT IS ALL ABOUT THE DETAILS
PRESS RELEASE
Tory Burch, Bank of America team up to launch investment program for women entrepreneurs http://www.bizjournals.com/d allas/news/2014/10/10/toryburch-bank-of-america-teamup-for-investment.html
September 2014
Fashion Meets Fitness We’re excited to announce that we’re partnering with Tory Burch to develop a collection of stylish accessories for the Fitbit Flex ! This Spring, you’ll be able to purchase pendants, bracelets, and wristbands designed by Tory Burch that will hold the Fitbit Flex tracker, transforming your Flex into a super-chic accessory. We’ve always said that one size doesn’t fit all when it comes to fitness tech, and by fusing fashion with fitness we hope to give you yet another way to get active and stay in style at the same time. The Tory Burch for Fitbit accessories collection will be available in Spring of this year through Fitbit.com and ToryBurch.com and will be sold separately from the Fitbit Flex.
TORY BURCH FOUNDATION Inspired by her own experience as a business owner and working mother, Tory launched the nonprofit Tory Burch Foundation (TBF) in 2009. The foundation supports the economic empowerment of women entrepreneurs and their families in the U.S. through small business loans, mentoring programs and entrepreneurial education.
AWARENESS & ADVOCACY
Tory Burch is Chairman, CEO and Designer of Tory Burch, an American lifestyle brand. The collection, known for color, print and eclectic details, includes ready-to-wear, shoes, handbags, accessories, beauty, home and watches. Raised in Valley Forge, Pennsylvania, Tory graduated from the University of Pennsylvania with a degree in art history, then moved to New York to pursue a career in the fashion industry. She worked in public relations and marketing for some of the most influential American designers, including Ralph Lauren, Vera Wang and Narciso Rodriguez at Loewe.
She launched Tory Burch in 2004 with a small boutique in Manhattan’s Nolita neighborhood, and since then the brand has grown into a global business with more than 125 freestanding stores, toryburch.com and a presence in over 3,000 department and specialty stores. A dedicated philanthropist, Tory launched the Tory Burch Foundation in 2009 to support the economic empowerment of women entrepreneurs and their families in the U.S. Through loans, mentorship and entrepreneurial education, the foundation invests in the success and sustainability of women-owned small businesses. Tory lives in New York City with her three sons.
DESIGNER BIO
1. Who has impacted you most in your career and now? Tory: Growing up I looked up to my mother and father.
2. If I were to search your handbag what beauty products would I find? And what is your signature fragrance? Tory: NARS Lipstick in Mitzi, fragrance Vetiver by Guerlain 3. What would be your ideal work environment? Office from home to spend time with children but tackle business tasks all while being a mom. 4. How would describe your design aesthetic? Tory: I design clothes that I want to wear myself and being a working mom I need easy pieces that work well with my busy lifestyle. I think most women can identify with that and they want to look chic and fashionable without having to spend a lot of time putting an outfit together. 5. Favorite Color combination? Tory: The combination of pink and orange is classic yet unexpected. The signature 3T print is done in pink and orange on everything from the shopping bags and shoe boxes to flip flops and cosmetic bags. They are both uplifting and vibrant colors that go well together on everything from accessories to clothing to furniture.
6. What is your everyday beauty routine? Tory: My beauty regime is very easy. I don’t wear a lot of makeup and often leave the house with wet hair. My style is very natural and easy and my beauty regime is similar. Not too much effort goes into it, just an
INTERVIEWFACT SHEET part 1
8. What was your first big break in the fashion industry? Tory: Eight months after our launch I got a call from a producer at Oprah saying that they were doing a show dedicated to the “next big things” and Oprah wanted to feature the line. I was sure it was some friend making a prank call, but it wasn’t. After going on Oprah’s show everything changed. It was amazing. I can definitely say we owe a huge part of our success to Oprah’s support. 9. How did you come up with your T logo? Tory: We worked with a branding company called MODCO who showed me about 200 different logo designs. I was drawn to the one we chose because it didn’t look like a traditional logo. I see it as more of a design element that we incorporate into the prints and the signature hardware. 10. In your own opinion What makes a woman stylish? Or stand out? Tory: I think everyone probably has their own idea of what is stylish, but the best guide to looking chic is to focus on what looks well on you. I like to mix unusual colors and prints and have learned what silhouettes suit me the best. I love fashion and pay attention to trends but don’t necessarily always follow them too literally, again it’s best to know what works on you. I like when women show their individuality and put a bit of their own personality into their style.
11. What’s the best beauty tip/secret you’ve ever heard? Tory: Protect your skin from the sun
INTERVIEW FACTSHEET part 2
April 2, 2015 Tory Burch Fret bracelet is a gorgeous Fitbit accessory If women are going to wear fitness trackers, we need more where this came from http://www.wareable.com/ fitbit/tory-burch-fretbracelet-is-a-gorgeousfitbit-accessory-1020
April 2, 2015 Fall '15 Shoes: Tory Burch Footwear News-Apr 2, 2015 Designer Tory Burch has successfully fused the magic of Marrakech with London's Chelsea, merging the exotic visuals of the Moroccan city ...
March 26, 2015 Suno, Tory Burch, and More Kick Off First Annual Fashion for Tibet Initiative
RECENT PRESS
HOME COLLECTION
ISABELLA COLLECTION ​ They say the next best thing after a shopping trip is to come home to a cozy and welcoming bed. Dreaming of the next outfit of the day. The Isabella collection offers that and much more, the tranquility it brings to a restless being after a long day at the office.
The Laurel Outdoor Collection has a classic look that reminds us of warm summer days from long ago, making us look forward to the future of family reunions and bon-fires on a lazy summer night.
ORIGINAL HOME OFFICE COLLECTION​ What is better than working from the comfort of your home office? The answer is simple working from an office that you put together everything from pictures to the placement of the furniture. A room that represents your thoughts and inspirations is a must for any creative person. ​
SARAH STORAGE SOLUTION EVERY WOMAN'S DREAM TO HAVE A WALK-INCLOSET FULL OF BEAUTIFUL CLOTHES AND SHOES. THE NEXT IMPORTANT THING TO MAKE THAT DREAM PERFECT IS THE ORGANIZATION AND PLACEMENT..OH AND A CHANDALIER BECAUSE WHAT GIRL WOULD NOT LOVE A CHANDALIER IN HER CLOSET.
THE CENTER OF A HOME STARTS IN THE LIVING ROOM. THE RELAXING VIBE, ONE GETS WHEN GETTING HOME. OR IS IT THE FEELING YOU ALWAYS WANT TO FEEL WHEN STEPPING INTO YOUR LIVING ROOM TO JUST BACK AND RELAX . THIS COLLECTION HAS THE COMFORT AND TRANQUILITY TO LEAVE THE STRESS OUTSIDE AND KEEP THE HAPPINESS INSIDE