Tory Burch：It's not simple as a brand , but also an attitude to life

　　Do you like Tory Burch?This is a wonderful person.She has brought us not only as simple as a brand , but also an attitude to life .

　　In an impressively short time, Tory Burch has created a multimillion-dollar lifestyle brand based on herself. Raised in an historic Georgian house on rolling acres in Pennsylvania, she was a tomboyish kid more likely to be found up a tree than in a dress. Still, she soaked up plenty of style from her parents, who were among the Main Line gentry: Her father, heir to a paper-cup fortune, designed his own clothes and lined his suit jackets with Hermès scarves; her mother favored the easy patrician chic of Jacqueline Onassis. Burch credits her family as a primary influence on her taste, along with the decorator David Hicks, whose color-charged graphics from the sixties and seventies still look "very fresh" to her today.

　　Burch studied art history and then honed her public relations chops with jobs at Ralph Lauren, Vera Wang, and Narciso Rodriguez. As a designer whose approach is informed by her foundation in marketing, rather than fashion school, she is an interesting case study. Over the years she envisioned the Tory Burch empire to come, amassing tear sheets from magazines and old photos in an ever-burgeoning scrapbook. She launched her first collection out of the Upper East Side apartment in Manhattan that she shared with her then-husband and business partner, Chris Burch. A downtown boutique followed; and, in an indicator of the phenomenal retail success to come, nearly all inventory was cleared out on opening day.

　　Burch set her sights on an overlooked market: aspirational mid-career women and Bergdorf moms seeking affordable quality with the timelessness of good taste. Setting her price points lower than the competition's, she bridged the gap between the haves and the have-nots, in the hopes that both would want to wear her wares. "Luxury, as I see it, is not exclusionary,"she told Town & Country in 2008.

　　With this solid business plan in hand, Burch tapped in and struck gold. Women clamored for the versatile tunics, modeled by Burch after a Paris flea-market find, in the bright palette and prints that have become her signature. Early on, a glowing endorsement from Oprah gave the brand the proverbial Midas touch. And it has been winged victory ever since, with urban ballerinas snapping up the trendy Reva flat, emblazoned with her ubiquitous double-T medallion, in enough colors to put a crayon box to shame. Tory Burch knows her customers well, and they throng to her tangerine-walled boutiques to get a piece of the action—that blend of preppy-chic and boho bling that many of them will want to wear for a lifetime.

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