Having a modern day conversation...

Tory Burch sits at the helm of one of the most digitally savvy brands to date, and sites social media as pivotal to the company's rapid development.  At the WWD CEO Brand Summit she spoke about the importance of social media and her brand.
Nearly eight years ago, when TB launched her eponymous company, the goal was to create a luxury brand that is  "accessible and socially responsible."  And, she has done just that.  
TB acknowledges that there is a learning curve with social media, twitter in particular.  Initially criticized for using her 140-character messages for shameless self promotion, she now uses the platform to have "authentic conversations with her fans."  Conversations from irritating 'non words' (such as irregardless and chillax); to the need for chic airport socks, to travels with her boys, all contribute to success in being an accessible brand.  Conversations happening in real time, meeting the needs of consumers.
TB recognizes that social media is not always as picturesque as a Slim Aarons photo.  Negative comments are not removed from any of her sites. They are an 'open brand' she says, accepting the good and the bad. Criticism is dealt with by a personal note from an employee to rectify the issue. 
Social shopping is the future of commerce according to Burch.  With ToryBurch.com, Facebook, Twitter and Tumblr all conveying the TB lifestyle, the brand has plans of evolving their social media platform to include Pinterest, Google+, and the much hyped about Instagram.  

Tory Burch at the CEO Brand Summit held at the Plaza Hotel.

 follow Tory on tumblr, facebook, and  twitter 

image courtesy of wwd.com