Tory Burch Takes On China

On May 20, 2011 by Timothy Coghlan
IMG 2122 640x425 Tory Burch Takes On China

Tory Burch Poses With Mod­els After Her Hong Kong Fash­ion Show

Syn­ony­mous with New York, socialite glam­our and slip­pers Tory Burch offi­cially launched her brand in China with a fash­ion show (see video) and party at The Four Sea­sons Hotel in Hong Kong last Fri­day May 13.

Chi­nese domes­tic and inter­na­tional media are man­dated to oper­ate out of Bei­jing and of late most fash­ion brands have also hosted their events in Bei­jing to be sure of attract­ing the right media. For Tory Burch, choos­ing Hong Kong to launch the brand was an inter­est­ing step and maybe more in line with launch­ing the brand in the Greater Asia for which Hong Kong pro­vides a bet­ter plat­form. In any case, the event was attended by China Vogue Chief Edi­tor Angel­ica Che­ung, and a host of Chi­nese and Hong Kong celebri­ties includ­ing super model Du Juan and singer Kelly Chen.

The event was timed to coin­cide with the open­ing of the Tory Burch Flag­ship Store in Bei­jing.  Fac­ing extremely tough com­pe­ti­tion for retail space the brand man­aged to secure a prime loca­tion on the 2nd floor of Beijing’s Shin Kong Place. Since late 2010 Tory Burch also has a store in Hong Kong’s IFC mall and plans for a flag­ship store in Shang­hai and other stores across China are well under way.

Described as a ‘preppy-bohemium-luxe’ brand, Tory Burch offers fash­ion and acces­sories in rich col­ors and often embossed with her golden ‘T’ logo. The brand will offer Chi­nese con­sumers a more dis­tinct and Amer­i­can fash­ion option to the Euro­pean lux­ury brands that dom­i­nate China at the moment.  The brand already has some trac­tion in China fol­low­ing her appear­ances on the US TV show Gos­sip Girl, which is a highly pop­u­lar amongst Chi­nese female col­lege stu­dents who watch the pro­gram to study Eng­lish.  Proof of the brand’s pop­u­lar­ity can also be seen through the abun­dance of pirated Tory Burch prod­ucts in the mar­kets through­out China and although this is to the detri­ment of the brand it does prove the demand for Tory’s designs. Hope­fully for the brand, now that the real prod­ucts are avail­able in China many con­sumers will switch and pur­chase the real thing.

IMG 2109 640x962 Tory Burch Takes On China

Tory Burch Fash­ion Show in Hong Kong

DSCN5478 640x480 Tory Burch Takes On China

Tory Burch Hong Kong Store in IFC Mall

IMG 2008 640x425 Tory Burch Takes On China

Tory Burch Bei­jing Store in Shin Kong Place

IMG 2019 640x425 Tory Burch Takes On China

Tory Burch Bei­jing Store in Shin Kong Place

IMG 2012 640x425 Tory Burch Takes On China

Inte­rior of Tory Burch’s Bei­jing Store

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