Tory Burch is one of NY fashion’s undisputed darlings. The immaculately presented blonde, previously on the New York social scene, now presides over a $2 billion fashion business with over 2000 employees. The former PR copywriter from Ralph Lauren has carved out an exceptional fashion niche. The media asks on a regular basis; How has Tory done it?
WSJ magazine, the monthly supplement from the Wall Street Journal just gave its readers an insight. Featured in this month’s “Tracked” column readers were whisked through a day in the life of the fashion entrepreneur. Described as the “designer that turned a tiny line started in her kitchen,”she now presides over a “sprawling empire with an unfaltering smile”.
The article traces Tory’s busy 18-hour day while faithfully returning to previously publicised PR messaging. The main points? Tory started this enterprise on a kitchen table. She is not a trained designer. This is a family business, first and foremost. (Why even the needlepoint pillows are stitched by Tory and her parents.) The PR narrative never changes and even the WSJ describes the designer’s day as “a maddening lesson in maintaining perfect deportment.” Nothing interrupts the flow. The PR message is always ON even if some of the details might warrant closer scrutiny.
The PR Verdict: “A” (PR Perfect) for the Tory Burch Story. The PR narrative never changes.
The PR Takeaway: Create your branded narrative and stick to it. The Tory Burch PR story can’t help but impress and make for great magazine coverage. But some cynics might claim that some noteworthy details are often overlooked. Yes the business may have been started on a kitchen table but the kitchen table was equally owned by her husband at the time, a leading venture capital investor with experience in the fashion industry. Small details maybe, but while fashions change, Tory’s PR narrative stays the same and her brand inevitably strengthens.
To read the article click here.