Tory Sport: Expanding into Designer Sportswear
Founded in 2004 in New York City, Tory Burch is an American luxury brand known for timeless pieces. The company launched with a small boutique on Elizabeth Street in Manhattan and has since grown into a global business with more than 300 boutiques across North America, Europe, the Middle East, Latin America, Asia and Australia. Their designs are available at over 3,000 department and specialty stores worldwide.
In 2015, the company launched Tory Sport, an athletic and sportswear inspired line. Before launching their new line, leadership came to ImageThink with the goal of defining the Tory Sport brand and develop a branding strategy for 2015, however the clothing line was not yet entirely designed.
Uncovering a Brand Muse
ImageThink recommended a facilitator for the meeting and worked closely with them to develop custom exercises designed to move Tory Burch’s sports line forward. Our visual strategists created visual templates and graphic facilitated for the one-day strategy session. The exercises in tandem with graphic facilitation, helped the leadership team uncover underlying themes that had gone unnoticed before.
ImageThink then helped reframe their challenge and created a new visual template to represent their end consumer, the person they envisioned wearing Tory Sport. We gathered insights from senior leaders in attendance to create a new visual and uncover their muse.
Strong Identity. Successful Launch.
Armed with ImageThink visuals, Tory Sport found a new shared understanding of the brand’s identity and values. Both the marketing team and technical design team were able to identify the Tory Sport muse: confident, global, and real. The visual notes reduced complexity and allowed the audience to grasp the larger agenda. Our boards served as visual meeting minutes for the next six months and were distributed to the entire group as a reminder of their alignment and commitments. The inspired and aligned team successfully carried their new sports line through to launch.