|
|
 BY TIFFANY GRIFFIN HALL |  | | | | | Virtually Burch | | | | | | | Two gleaming gold T’s, one inverted atop the other may, to most, be readily recognizable as the adornment of chic bags, flirty flats, and exquisite accessories. This simple set of letters smartly suggests the effervescence of the brand that is Burch. That’s Tory Burch, designer, socialite, and businesswoman packing both brains and brawn, who happens to also be the featured designer for this month’s Fashion Dish. Since the launch of her eponymous line in 2004, Burch has found tremendous success serving celebrities and fashion lovers across the globe and now continues the expansion of her empire with the appropriate assistance of another little set of letters: WWW.
Just as the sun liberally bestows glittering glow and light, a generous entity offers an endless supply for those who need now know. Tis the world wide web, and it gloriously informs with fashion in a flash and instant garment gratification for the haute-ly hungry. Eagerly embracing the opportunities offered by such a sensational tool, the fashion world at large, and the individual designer has, in recent moments, sought to birth circles within the grand scheme whereby the process is: promote, propagate, proliferate, and propel forth. For Burch, the choice to resplendently refurbish her website has served to steer the brand on a course to conquer all.
“Having a presence on the web is definitely a key element to being relevant in today’s world,” says Burch. “It is all about striking a balance between print and online media and making sure we are focused on both mediums so we are able to reach as broad of an audience as possible.” The current moment exists as certifiable proof that the brand of Burch has become what one might, perhaps, peg as a triple-dub threat. With the world wide web directing the evolution of business on every angle, (the fashion realm being, by no means, exempt from this formula), Burch’s business is booming, and her collections, as of late, have garnered greater attention than ever before. | |  Tory Burch | | | | | | | | Riding the web-crazed wave with new additions to the site, from highly interactive features to rotating pops of dazzling imagery and scintillating streaming video, Burch has chosen to up the dosage of editorial content exponentially in order to engage customers in an all-inclusive lifestyle concept. Like comprehensive clothing compasses, the new webpages offer ensemble dissection and direction for nervous navigators of trend territory. “In Trends Decoded, we break down a trend like Military, and show people easy ways to incorporate it into their wardrobe,” Burch explains. “We also do different features like how to wear tunics or leggings in addition to showing our inspiration for each season.”
Chronicling her own preferential picks in sections such as Tory’s Style Guide and Tory’s Must-Haves, Burch privileges customers with the prospect of literally mining her designer mind. “We have the opportunity to feature different women of style in our best dressed and wish list sections and also give people a look behind the scenes on our blog. We have had a great response to all of the things we do that offer tips and advice.” Burch’s team clearly knows how to wow a crowd.
And how to strategize, socially speaking, as they acknowledge the crucial role that social networking does play in impressing the brand upon the brains of billions. “We look at the variety of media outlets out there as a great opportunity to reach out to different kinds of people,” says Burch. “We are always looking for new and innovative ways to engage people and reach a broader audience; which makes outreach through social media ideal. Both Twitter and Facebook are great platforms for exchanging ideas with people from around the world.” | | | | | | | | | | | | | | Holiday Collection 2009 | | | | | | | Endowed by the brilliant blessing of the efficiency and accessibility created by such platforms, labels existing on every rung of the luxurious fashion ladder have happened upon a glorious form of growth whilst the individual designer has come to experience a sort of new-age establishment of relationship with fans of his or her brand. “Using Facebook and Twitter appeals to me because they are great tools that allow us to interact with our customers in a personal way. It has been great to interact with our customers directly in real time,” Burch effuses. “I love how involved people get giving us their suggestions and comments.”
For those seeking instant visual fashion fodder, such opulence is readily offered online in abundance, with Burch’s site existing as no exception. Video killed the runway star? Perhaps not yet. Markedly, other forms of display have become increasingly popular, such as smaller-scale presentations conducted in studios and galleries that eschew a runway in favor of statuesque models towering above the viewer on tableaux. “I think runway shows will always be important, but for now a presentation is right for us,” quoth Burch. “It is more relaxed than a runway show and everyone can get up close and personal with the clothes.”
It’s intimate collection classes versus copious sartorial schooling for the masses. “Digital media sites are an integral part of the fashion week experience and serve as a great resource for people who are not able to attend the actual runway shows,” Burch asserts. “Sites like [this] make the news and images from fashion week available across the world almost instantly. It is amazing how they make it possible to reach so many people and make fashion accessible for everyone.” It’s a worldwide win-win.
And global glory for Tory.
Visit: www.ToryBurch.com | | | | | | | |
|
|
