20 August 2014

Tory Burch tells her story

I love reading about inspiring women in the business world. Last night, I read a couple of great articles from one of my favourite publications, Fast Company, about Tory Burch and how she has built her brand and her business.  Read the articles here

In just under 10 years she has built a global lifestyle brand which will pass $1bn in revenue this year.  It is reported that the secret to her success is that her business is such a personal reflection of who she is.  I don't own anything from Tory Burch (yet) but I have visited a couple of her stores.  It really does feel like you are visiting somebody's beautiful home when you step into one of her stores.   

Another secret is being authentic and accessible.  As the article notes,  "Burch “is all about the ‘and’,” says creative director Honor Brodie, who oversees the Tory Blog and social media. “She’s a tomboy and she’s feminine. She’s an entrepreneur and a philanthropist. A mother and a sister. The person who went to Penn and studied art history and the person who loves to play tennis and the person who throws great parties. So consumers can enter the brand all different ways.”

I can totally see how this works.  There is so much competition out there and our world is getting so much smaller with technology.  Therefore, I do believe a fundamental differentiating factor for any business, for anyone wanting to succeed - is being genuine and authentic.      

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