To be perfectly honest, up until a couple of years ago, I had never heard to the name or brand Tory Burch. But nowadays even a complete fashion agnostic like me knows of her, her label, her logo and her products. And while I preferably do my clothes shopping at Kohl’s and Macy’s, I can’t escape the omnipresence of the Burch emblem which I run into at least a couple of times every day: for instance, the lady next to me in the cafeteria at work paid for her salad by getting her credit card out of her Tory Burch wallet. My friend Mandy would never leave her house without her handbag made by the California based designer. And of course my 15 year old daughter had to have her new pair of sandals that go by the name “Reva” delivered straight from the Tory Burch Outlet.
Now here is the thing, again, I couldn’t care less about clothing and fashion. Yet, I am so programmed to look for the Tory Burch emblem every where I go. And that’s because this brand managed to successfully establish itself through their online appearance. I’ve never seen a Tory Burch advertisement on TV. We never got a flyer in our mailbox with her products. My TB awareness is solely a product of successful online branding. I might end up buying myself a pair of her sunglasses some day – nah, just kidding.