Brand Analysis
In my opinion, Tory Burch’s success is no fluke. The Tory Burch empire has a strong digital media presence that has helped it grow more big and successful every year. The customer-centric approach across all its communications medium defines the point-of-view of the brand. The brand designs, which are inspired by Tory Burch’s lifestyle, gives a greater meaning to the company as a whole and provides its customers with a clear and steady image of the brand. (10) The brand has a clear understanding of the needs of its target audience and have been able to reach them through its various marketing channels. Considered as an affordable luxury brand, Tory Burch has been able to market itself to a wide range of customers. Tory is a
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Tory Burch website builds narrative and storytelling around its brand and products to create an interactive shopping experience for its customers. The brand has been able to build trust and strengthen their relationship with its customers by handling criticism in a transparent manner. Tory Blog is not like a regular fashion blog. The blog goes beyond the commercial interests and curates’ experiences and interest of the public by focusing on travel, food, and entertainment. The most fascinating thing about the blog is that it brings together posts of chefs, travel writers, and creative directors to engage public on topics other than fashion. Through blog, the brand is trying to introduce new things and experiences to its customers which they might have not discovered before.
While Twitter is where Tory Bruch herself tweets, Instagram is her lens. The brand’s Facebook page is the voice of the brand as its seen as a customer acquisition vehicle.
Other than shopping on Tory Burch website, the customers also get a chance to shop through brand’s Facebook and give their feedback on the product. Tory Burch mission is to create products that satisfy its audiences “want of expressing their personalities through the products.” (12) The customers are attracted to Tory Burch’s apparels because they are accessible and made for modern women. The brand, known for its exclusivity and
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The brand, which is a direct competitor to companies like Michael Kors and Kate Spade, is still a privately owned company with many investors waiting to get a chance to invest in the exponentially growing business. This gives it an extra edge over its competitors as even before going public it has a bigger market evaluation than them.
The challenge of staying up-to-date in fashion trends worldwide and understanding the competition has contributed to the continued success of the brand (18). Tory Burch maintains a strong image and utilizes all of its social media platforms to their advantage. The brand genuinely cares about customer experience and engages with its audience to understand their needs. According to ZDNet article At Tory Burch, a clear-eyed focus on the customer, Tory Burch CMO Miki Berardelli shares, “Tory Burch is an O.P.E.N. brand—on-demand, personal, engaged, networked—which "means taking the customer along on a journey.” (19) Tory Burch’s initiative to launch different product line on the recommendation of their customers are compatible with filling fashion industry of things that never existed before. Additionally, if Tory Burch continues to produce such products, it can significantly change the face of the fashion world by making it more luxurious and
For example, lifestyle is one the major psychological factors that pushes the organization’s strategy. Lululemon wanted to create a “community hub where people could learn and discuss the physical aspects of healthy living, mindfulness and living a life of possibility”. Customers buy high end ‘lulu’ leggings to be part of the self-transformation movement lifestyle. The clienteles who purchase Lululemon’s leggings also perceive them to be of higher quality, thus don’t mind spending more if they receive better quality in return. Overall these psychological factors make Lululemon a popular exclusive brand that promotes the idea of a better lifestyle, this consumer behavior has helped Lululemon become more known with many sociocultural influences. With the increase of yoga and social media throughout the years, Lululemon is presented as a staple for yogi’s and athletes online and in person. Yoga instructors teach classes, pose in Instagram photos, and participate in self-exploration experiences all while wearing Lululemon leggings. This sparks the interest of consumers new to the lifestyle who view this as an influence to buy a pair. Lululemon also have a loyal clientele base that rave about the quality and comfort that come with buying a pair of Lululemon leggings. With the popularity, and the higher cost, many see buying a pair of leggings as
The article focuses on Individualization and uniqueness and how it has begun to find its way into current advertisements. By allowing a woman to express her individuality it shows boldness, fearlessness, and confidence and that is refreshing in today’s world of fashion.
Victoria’s secret is an enormous empire consisting of different kinds of merchandiser sold in the s store from, lingerie and beauty products and dorm products. Through the years its popularity has increased among young teens and adult women in a significant level and along with this their marketing methods. The commercial being analyzed for this paper is the 2013summer ad.
We seek to make a strong connection to young plus-size women and build our Torrid brand through our fashion forward marketing message. To support this, we advertise in premier fashion magazines with national distribution. We also conduct activities to increase awareness of and interest in our brand, our mission and our objectives, such as local and regional “model search” contests, where we solicit involvement of our existing customers and future customers.
People are often deceived by some famous brands, which they will buy as useless commodities to feel they are distinctive. People require brands to experience the feeling of being special. People spend their money to have something from famous brands, like a bag from Coach or Louis Vuitton which they think they need, yet all that is just people’s wants. Steve McKevitt claims that people give more thought on features or brands when they need to buy a product, “It might even be the case that you do need a phone to carry out your work and a car to get around in, but what brand it is and, to a large extent, what features it has are really just want” (McKevitt, 145), which that means people care about brands more than their needs. Having shoes from Louis Vuitton or shoes that cost $30 it is designed for the same use.
We see the ways that the popular media uses gender tensions everywhere. The truth is that sex sells, we know that. The challenge that advertisers face is: How to use it best. Some advertisers do this better than others and the ones that truly have an understanding of gender tensions will, in the end, sell the most. In my last paper, I explored how the company Abercrombie and Fitch uses gender tensions to sell their clothes. They have become among the masters in advertising and the business in booming. They cater to young adults and young adults only for one powerful reason: It is at this age in which the sexual tensions between male and female are greatest. Abercrombie and Fitch has found their niche.
In “The man behind Abercrombie and Fitch.” An interview conducted by Benoit Denizet-Lewis displays a glimpse into the life of Mike Jeffries and his views of his company only hiring “good-looking” people and targeting “good-looking” people to wear his clothes. This has been done in order to force his audience to recognize that the issue of acceptance one’s peers and exclusion of a community mentioned by Mike Jeffries, is a result of cultural perceptions and individual self-image. Denizet-Lewis skillfully shows that while Jeffries remarks of not wanting the “not-so-popular” kids to shop in his stores, it poses a question to consumers asking what change in our attitudes will come or if there will be any change at all. Thus comes the issue of how consumers today have a shift in the reasoning behind why one buys clothing and the motivating factors that influence one to buy certain clothing. Denizet-Lewis also demonstrates the different messages that controversial advertisements and statements affect different groups of people and how what they project is really what people desire, though deemed by many people as unacceptable or inappropriate. The author also examines how in the news media, the image has become more important than the message and how images have taken precedent over actual issues and character. As a result of this, various communities have formed by the construct of selling to “beautiful people” and how popular appeal has become an extension of a person.
They effectively advertise their brand, quality, style and elite products, creating a useful image of confidence, sexiness and desire to its consumers, enticing both the female and male market segment. Knowing the exact approach it needs for the purpose of increasing sales and dominating its market. Victoria’s Secret is cleverly using its marketing tactics to keep its consumers engaged with the company and its products. Not all of the same products are offered in each outlet which will require its consumers to visit the store, review the catalog, interact on its social media and visit its website to stay on top of sales and
Brand identity is about story telling. Using the latest content that has been published, compromising the five best images that reflect the profile of the brand, a consumer-photo-storyboard can be developed to: Describe the profile of the brand; Identify the main communication and publicity themes; and Critically assess the integrated modes of communication with consumers, including limitations and negative content.
The principles of marketing (The Times 100, n.d) are a range of processes concerned with finding out what consumers want, and providing it for them. This involves the ‘4ps’ of marketing; price, place, product and promotion. The product decision in any company involves dealing with goods that should be offered to a group of customers (Jobber & Ellis-Chadwick, 2012). Burberry maintains a product line with great width and scope in which their products fall into two main categories; fashion or continuity. Their fashion products are designed to be responsive to fashion trends and are introduced on a collection to collection basis (Burberry, n.d). Continuity products however have life cycles that are expected to last for a certain time period. Burberry also has 3 primary collections; womenswear, menswear and accessories, with the variety of products they can utilize their product mix greatly. Burberry also has...
Also this report will firstly will highlight how Ralph Lauren brand has achieved this complete resonance with its consumers through the all four steps of Keller’s CBBE model in (apex figure1) since its creation. Then, underline the Points of Parity (POP) and Points of Difference (POD) of the Brand to finally recommend ways through which the brand can continue to be successful in future.
The unique heritage and Burberry’s Britishness are the significant resources that contribute to its success and premium price. Strong brand image as part of intangible assets contributes approximately 25% value to the organization in average (Keen 2003). To avoid discount or oversupply, Burberry needs to continue maintaining its long-term brand image (Berends 2004). Also, Burberry has a variety of product lines and attributes to high worth that makes it more competitive
In the twenty-first-century fashion world, fashion no longer refers to clothing trends and accessories. It is any sort of production of goods and services that have a business or cultural value. Fashion is so important in today's time, not just socially but economically as well. In today’s time, nothing is able to exist without some sort of uniform or line of fashion. Fashion sets the tone in almost any area of activity no matter what event, place, or reason, people are always questioning what is proper to wear and if it is in. One concern or mutation in the fashion world is the speed of consumption and renewal by the logic of fashion that is being accelerated year after year, generating visible effects such as the depletion of natural resources and the alternation of the environment. Younger generations do not take interest in past events because most say that they were not born at the time when the event happened so it is not as important to them but it
-Status symbols: Sophisticated customers who value the distinctive, exclusive collection seem to value the corporate-branded version of luxury. –Philip Martiz, chairman of the board
From selling purely ladies’ footwear, Charles and Keith expanded their range of products to include ladies’ bags and accessories in order to cater different demands of the customers. Charles and Keith owns a team of designers that come out with new products regularly and the company has their own R&D team frequently travels to fashion cities to get in touch with the latest design and trend (Singapore Press Holdings, 2009).