Tory Burch Set Up Shop In Paris To Act Cautiously.

ToryBurch, both in terms of design and operation mode, brings to mind the two brands of Coach and MichaelKors, which are constantly being cut off. They are famous for their radical opening up speed and large discount.

Tory Burch is still in the rise of the brand, and whether to go out of the similar path with Coach and Michael Kors remains to be seen.

At the time of the Paris high fashion week, Tory Burch opened a flagship store with an area of 4200 square feet (400 square meters) on the Rue Saint-Honor Boulevard of Paris.

This street is already the most fashionable high-end shopping street in Paris. It has not only gathered The Inn Boutique, but also a large number of luxury stores such as Max Mara, Valentino, Mulberry and Furla.

This is also the eighth flagship store of Tory Burch on the European continent.

Inside the flagship store of Paris, the main color of the flagship store is the dark green and gray white of the sea foam, and the carpet and wallpaper with beautiful patterns.

On the first floor, leather products are mainly furnished, with sparkling handbags and shoes on the edge of blue and white Chinese porcelain, showing luxurious style under brass lamps.

The higher floors are home furnishings, furnishings for accessories, watches and jewellery, and clothes can also be found here.

The VIP room is set up on the five floor.

"For the global fashion and luxury industry, Paris is a very important city."

ToryBurch, brand founder, told WWD.

Because it is not listed, the outside world can not know the brand.

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However, according to market estimates, the brand's income in the international market accounts for 30% of total revenue, of which Europe accounts for about 10%.

"Asia and Europe will be the focus of our next expansion of the market, where there is a broad market."

However, ToryBurch also said that it would be more prudent in expansion.

This year's open shop plans cover cities such as Prague, Santiago, Cairo, Kuwait and Hongkong.

In November 17th last year, ToryBurch opened the world's largest flagship store in Kerry Center, Shanghai, and launched an exclusive Chinese series containing 20 single items.

The flagship store is two storeys high, and the design is the same as all shops. The wall is covered with Tory wallpaper and its adorned blue and white porcelain decoration (similar to the flagship store in Paris).

The clothing area is specially equipped with Tory'sCorner, placing classical marble fireplace and big sofa, hoping to show the customers a more comprehensive way of life.

As early as 2008, ToryBurch entered the agency wholesale.

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But the first direct store opened five years ago, and the store was in Rome.

At present, there are 12 stores in France, and there are also e-commerce services.

Compared with peers, the expansion is not fast.

"This is not a game."

Burch hopes to focus more on site selection.

There are a large number of French customers shopping on the Tory Burch's e-commerce website. At the same time, ToryBurch, which is located in Paris's old Buddha's department store and another famous multi brand store LeBonMarch, also has a good sales performance.

These market performance makes ToryBurch think it's time to show its market proposition.

"Besides, Paris is also a key city for tourism shopping."

They also stare at wallets from tourists from Asia and Europe.

The next big move is to open the first store on the sports line in New York in September this year.

"This will be a high-end sport that will introduce yoga, jogging, tennis and golf products."

At the same time, ToryBurch also stressed that this will not be a brand's secondary line. TorySport will own its own website and distribution channel.

In 2013, MichaelKors had about 400 stores in the world, similar to 450 of Coach.

Because of brand positioning and market grabbing, its updating rate has only caused a great pressure on inventory.

The marketing strategy of "WYSIWYG" has led to too much "within reach" of negative effects, which was originally the marketing concept of Coach, but now the company has begun to "brand adjustment".