The document outlines Tory Burch's digital presentation strategy to promote its brand. It aims its products at women ages 24-56 from middle to upper class backgrounds interested in fashion trends. The strategy focuses on the US and developing countries. It launches a campaign called "So Tory Burch" across blogs, social media like Twitter, Pinterest, Facebook, YouTube and Instagram. It emphasizes engaging content, contests and celebrity endorsements. The company also plans a mobile app and estimates the total budget at $4.39 million.

1. Digital presentation strategy
By: Ruina Zhao

3. 
Women

Age : 24-56

Middle to upper class

Aware of fashion trend, quality, life style

Sensitive to self-esteem

4.  Mainly
focus in United States
 Enhance brand image in developed countries
 Reaching out to developing
 Doing charity activities in poor countries
 Building global influences around the world
 Reaching out in Urban, suburban areaPhoo

6.  Launch
 Blog
a campaign— “So Tory Burch”
 Visual
 Video
 Twitter
#soToryBurch
 Pinterest
 Facebook page
 Youtube
 Google+
 Instagam

7. 







Updating regularly
Engaging messages
Interactive conversation
Connecting all social media together
Inviting people sending pictures and messages of
their opinion of “so Tory Burch”
“So Tory Burch” holiday season discount for
joining conversation
Inviting celebrities sharing “So Tory Burch” with
fans
Create Facebook Ad

8. 
App
for dressing tips
 Special discount
 Tory Burch mobile community
 Fashion news


9. 





Planning: $20,000
Facebook Ad: CPM $300,000
Social media campaign: $2,500,000
Mobile app: $1,500,000
Management & Public Relation: $70,000
Total:$4,390,000

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fashionscollective.com
Patrick Demarchelier
http://www.hermes2012-jp.com/tory-burch/torytotobag/toryburch-12875.html
http://fashionlawsociety.com/2013/07/28/counterclaim-againsttory-burch-will-fail/
http://readmylifeascarrie.blogspot.com/2013/04/currentlywanting-tory-burch-flats.html
games-answers.com
euratlas.net
https://frrl.wordpress.com/2012/04/16
http://www.business2community.com/online-marketing/wavegoodbye-to-the-worries-of-earning-extra-money-online0485196
eventstrategysolutions.com
roar.pro
luxurycase.co.uk
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