The Tory Burch Rebrand: Cheugy or Chic?

Tory Burch Rebrand Cheugy or Chic?
Vogue Tory Burch:
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How Tory Burch made Tory Burch cool again:
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Why Tory Burch Is Inspired by American Designer Claire McCardell
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[@stellamaxwell777]

To me, Tory Burch has always been for the American WASP with a bohemian/artistic streak (many of my friends for this description). Growing up in the States, this is what high school teen girls would get for Christmas and moms would wear on the regular. I always liked the clothing-especially the quality-but you’re right that it didn’t update its aesthetic for quite a long time. Then last year I went on a physical luxury shopping spree and came out empty handed: I was just so disappointed with the make, materials, and designs at LV, Ferragamo, Gucci, Prada, etc. Walked into Tory Burch as my last stop and was so so so pleasantly surprised by the quality of construction and materials still present in their designs. Truly the only store I went to that day that felt “luxurious.” Now with the recent redesign, I’m fully on board. Especially changing/minimizing their logo-I don’t want to be a walking billboard for anyone. I can return to this brand that I love while indulging in beautiful materials and design. Very happy with these developments 😊

[@MarysRoom]

Honestly, even the Tory Burch I had in the past, the durability and longevity of these items were so good. I'm glad to know that your recent experience the quality is still there. Agree, I think minimizing that logo and focusing on this new design direction will help develop the brand. Thank you so much for watching Stella❤

[@lauraangyal8191]

Walking out disappointed from Ferragamo and happy from TB... hm, interesting..

[@stellamaxwell777]

@@lauraangyal8191 Ferragamo was a nightmare. Their silk dresses were unflattering and extremely scratchy, the tops they were selling were so long that they could only be worn as extra-mini dresses-and made of a thick material too, which completely doesn’t make sense for a strapless piece. The Wanda bag looked cheap and plastic. Was really disappointed, but also kind of what I expect from male creative directors: enough care paid for their vision to come across of the runway and get rave reviews but for it to not work on womens’ bodies outside of that context. Just because something looks good on a model (5’10” + 4” heels) does not mean it will translate well onto an average person, even if that “average” person happens to be a size 2 and above average height.

[@PriskaJordan]

Great review always, Mary! Back in the day, I didn't wear Tory, because it looked generic to me. But since she's been pushing more toward her personal flair as a designer, I was intrigued by her RTW clothes and accessories. I recently bought a few Tory pieces, and they are inspired, beautiful quality, and NOT generic!! I think as we watch Tory continue to evolve as a designer, her RTW collection will become more fashion forward.

[@MarysRoom]

Yes the few TB pieces I had were really well made and durable. Agreed this is not generic anymore and looking forward to follow her evolution. Thank you for watching❤

[@anttoronto3202]

Hi Mary, I’m with you. I never gravitated to it. I haven’t checked it out lately. I used to call it something not so nice as well, “the gated community look.” There are a few brands I called that. 😊 Hope it does change it’s image and quality.

[@MarysRoom]

Yes definitely used to have that look. Looking forward to see how this brand evolves. Thank you for watching❤

[@lelasophia]

Omg truly also had the craziest moment seeing this pierced shoes for the first time in an Instagram ad!!! I clicked on them immediately and then was SHOCKED to see that they were Tory Burch! I’m so so here for the comeback… what millennial didn’t have those infamous baller flats (I must have gone through 2-3 pairs myself 😅😂) Honestly very very impressed by the newest collection, and really looking forward to seeing how the brand evolves 😍🙏🏼

[@MarysRoom]

OMG I know! They were everywhere! Same, love when a brand evolves but still finds a way to stay true to their customer. Thank you so much for watching❤❤❤

[@thebrothaj]

tory burch is (indeed) having a reinvention/renaissance... and could potentially position herself as a kind of "donna karan 2.0" i saw her back in the day as a "new money, younger ladies who lunch" label, but it's great to see her glow up and evolve in this way. i work in the interiors industry and the best way i can think of it is: if phoebe philo and the row are more restoration hardware, tory burch is more cb2! 🙂

[@periscope7731]

I am here for it. Add gender-neutral accessories to the assortment please 💁🏻‍♂️🎯

[@MarysRoom]

Definitely was younger ladies who lunch. OMG yes, perfect interiors comparison. Old Tory Burch used to be a Crate and Barrel or Pottery Barn 10 years ago, but is now CB2. Thank you so much for watching❤

[@stephaniegosman573]

this is stunning, thanks for this brilliant review!

[@monarch6443]

Hi! I totally agree! I noticed a change too! I like the change! I'm now looking forward to the next collection. Great video!

[@MarysRoom]

Yes same, looking forward to it too. Thank you for watching Monarch❤

[@TheGinslash]

Very informative as always! Thank you 😊

[@MarysRoom]

Thank y9u so much❤❤❤

[@fabulousirene]

Oh, good to know. I can’t tell those shoes are TB. Their new collection is very different. Thank you so much for sharing darling💕

[@MarysRoom]

Yes I was surprised by the change but I think it’s a welcomed one. Thank you for watching Irene❤

[@Nina-no8qj]

I’ve been waiting for retro futurism to come back in fashion! I’m so excited!

[@MarysRoom]

Yes I love this era❤❤❤

[@TheAlskdfj]

Beautiful and sophisticated rebrand!

[@AthalieM]

I've been enamored with the past two years worth of shows from Tory Burch, so much so that I've picked out pieces and waited for them to be released with the intention of purchasing. But every.single.time, I go on the website and they just....fall flat. Something is lost in the transition from the runway to e-commerce. It might be that these beautiful clothes are sitting alongside the normal spate of bags and accessories that have that ugly logo, front and center, on them. IDK, I kinda feel like that logo has got to go for an actual rebrand. Visually it's garish and tacky imo, but it also carries a 2013 suburban mall vibe the brand seems to be working hard to move away from.

[@ramieal-hazar2438]

You completely nailed it. The logo is holding the brand back from ever being taken seriously I think.

[@MarysRoom]

Yes I fully agree with you. The website and logo need a rebrand. Thank you for watching Athalie❤

[@periscope7731]

So good. This was my favorite NYFW collection, Spring/Summer 2024 for all of the reasons that you highlighted. That yellow biomorphic shape clutch bag at 2:04 is hot. I want it‼️💁🏻‍♂️

[@MarysRoom]

Honestly it's so interesting. Haven't seen many bags like that. Thank you for watching❤

[@radicalaccounting]

Interesting video. You're so in-depth on brands. I remember those shoes. I've never wanted anything of her brand except her shiny hair. If I ever would have bought anything it would have been a shift dress, something you'd see in Florida (like Lilly Pulitzer) because I think of her brand as southern, both USA and Bahama's (where I think she lives?). It's good she's evolving. We all should evolve.

[@MarysRoom]

Yes there was something about the southern boho vibe that didn't always translate here in Canada. I always felt is was more vacation wear. This I can see wearing here and glad she's evolving. Thank you for watching❤

[@DesireeGonza]

I’m glad she is changing and evolving. I had the ballet flats, the miller sandals, the bags and very printed clothing. I have been so tired of of the brand for a long while now. I see the logo and cringe. But , I love what you showed us. I will be checking her out again. Thanks ❤

[@MarysRoom]

Yes, I'm excited to see where the brand goes. Thank you so much for watching Desiree❤

[@bagsandlifestyle]

Enjoyed the video. I’ve been feeling like TB has been trying to strategically position the brand as a high end luxury brand in the future with these incremental changes.

[@MarysRoom]

Ohh yes definitely! I've noticed with the prices of the Lee Radzwill bag, the prices are getting up there. Thank you for watching❤

[@sssunicorn412]

I love Tory Burch I own many of the shoes a few bags

[@amorgladiador8856]

The only brands I have a soft spot for even though they are seen as played out are LV and Coach. I find they hold their value. I've never been able to buy anything Tory Burch since I viewed them only as a here right now brand. But she hit the nail on this rebrand: it's elegantly understated for the times we live in now. I might need to reconsider this brand. Thanks for the great video!

[@MarysRoom]

Agreed! There is something so timely and needed, especially for TB, with this rebrand. Definitely one to reconsider. Thank you so much for watching🙌

[@rundalina]

Great review. I find the whole cheugy thing hilarious. I wouldn’t be caught dead in anything I wore in the 2000s/10s, but given how quickly the fashion cycle is now and the popularity of Y2K, can the 2010s be far behind and all of a sudden in fashion?

[@MarysRoom]

Honestly though, your right the fashion cycle will come back. Thank you for watching❤

[@karenhutchens7557]

i love the jacket/blazer at about 2 mins. do you know the name of it?

[@MarysRoom]

It is such a nice jacket. It's from the upcoming SS24 collection, so check online or in-store then. Thank you for watching❤

[@emk6117]

I wear my Minnie flats a lot, super comfortable.

[@MarysRoom]

The quality and comfort of her shoes are so good❤

[@ramieal-hazar2438]

While I think the recent brand refresh was needed, it kind of feels like a jumbled up knock off of Rick Owens-Prada-Dries-JW Anderson. Almost like the marketing team is throwing darts at the wall and seeing what sticks. I would like to see something more true to whatever Tory’s personal style is, but the recent looks seem creatively lost and sales driven. I agree that the quality easily surpasses a lot of higher end LVMH/Kering “luxury” products though!

[@MarysRoom]

Fair points. I do think a muted version makes sense for her customer base. The former boho-lady-who-brunches may not vibe with full on Rick Owens, but a a neo-Claire McCardell does work.

[@ruveydagdurak]

I was definitely not expecting Tory Burch to come up with that kind of minimal collection. But do you ever think like people will be tired of this minimal bottega/row/celine/phoebe philo aesthetic. just because it started to seem like every brand tries to achieve that minimal look-which i love- and when people see the similar styles a lot they get bored/annoyed idk let me know what you guys think

[@MarysRoom]

I think while its a more minimal style than before at TB, the inspiration is more 60s retrofuturism fused with American sportswear. There is still something very stylized about TB versus many of the minimal brands are referencing the 90s via luxe materials. Thank you for watching❤

[@missmarina_xo]

I like Tory Burch, it’s Kate Spade I find chugey lol

[@MarysRoom]

Kate Spade is definitely more whimsical. Thank you for watching❤

[@mbelieve9919]

I am quite intrigued by this collection as well. However, the prices of Tory Burch have risen significantly. Their current ready to wear a line has pieces at the $2000 price point. Their runway pieces are on the more expensive side for the brand. I am not sure how this will play out, because at that price point for ready to wear, you can purchase clothing pieces at higher end designers, such as Fendi. It is still more accessible than Chanel and Dior. They also have sales that make RTW more affordable, but I think the prices have gotten steep in much of Tory Burch RTW.

[@MarysRoom]

Great points! Maybe it's me but I'm actually finding a lot of pieces around the $600-$700 price point even the pierced mules are around $350-$400 which is significantly less than any luxury brand shoes. There is definitely more expensive RTW but even if the highest price is $2000 it's still so much less than the highest prices of most heritage LVMH brands. And you are definitely right TB often is in those department store sales but yes the prices are not what they were pre-pandemic. Thank you so much for watching and sharing❤

[@ruveydagdurak]

Honestly I am going to check out Tory burch now

[@MarysRoom]

It's really so refreshingly❤

[@patsteimer1860]

Her brand has always reminded me of Michael Kors in a way. Hugely successful designers making uncomplicated, classy, American sportswear, both of whom also occasionally dabble in “fashion”. Both designers count the sleek, intelligent simplicity of Claire McCardells work as inspiration. Michael references her often in recent interviews. Tory almost seems to me like the modern day Anne Klein? It makes sense for both her and Michael to flex their designing skills with more “fashion” type shows from time to time, to remain relevant to their contemporaries and still be seen as cool and youthful to the gen z clients desperately needed to move their brands into the future and not be seen as stuffy and stuff their parents wore. I like the direction she’s going. It’s like a breath of fresh air. Both her and Michael are wealthy beyond anyone’s wildest dreams, so why not have a little fun too? I dunno. I’m probably off lol. As usual, brilliant video and super fun to watch!

[@MarysRoom]

Definitely!! I didn't know that about Michael Kors, but now that you mention it, I can see it. I agree it's a breath of fresh air, I think it will help her customer base move into a new direction that still prioritizes wearability, functionality but can feel with the times in terms of style. Thank you so much for watching Pat❤

[@patsteimer1860]

@@MarysRoom I’m actually super glad you mentioned Claire McCardell. She’s not as talked about for some reason, but her impact is still felt today. I know even Marc Jacobs has referenced Claire in recent collections and ones even dating back to the 00’s (My favorite fashion time period tbh lol). You have to really look to see but it’s there. Anyways thanks for all you do and wonderful work.

[@bubblywa]

Cheugy 🤣 I like the direction TB is going time to ditch the T logo on everything and dial it back! Those Jackets are Armani 90's but with a wider sleeve they look great nice to see the brand evolve

[@MarysRoom]

Yes I prefer the pieces without the logo. Definitely see it! Thank you so much for watching🙌

[@pamelamattz3761]

Nice ... I like her story, her Mom was neat.

[@MarysRoom]

Ohh very interesting❤ Looking it up!

[@sararichardson737]

What doe cheugy mean? (I’m a Brit)

[@krystle5558]

I googled it, and it says it is trying to hard to be trendy. It's not a real word I believe younger ppl made it up

[@sararichardson737]

@@krystle5558 thank you for doing my work for me,

[@LouLou-vx8vc]

cheugy 🤣

[@MarysRoom]

🤣❤

[@naphisa340]

Very plain and boring style....similar to kate spade. Not spending a dime on it.