Tory Burch Takes On China

On May 20, 2011 by Timothy Coghlan

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.

Tory Burch Fash­ion Show in Hong Kong

Tory Burch Hong Kong Store in IFC Mall

Tory Burch Bei­jing Store in Shin Kong Place

Tory Burch Bei­jing Store in Shin Kong Place

Inte­rior of Tory Burch’s Bei­jing Store

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