Tory Burch On The Launch of E-Commerce Within The Region And Why Digital Has Always Been An Integral Part Of Her Brand

BY Laura Kell / Jul 28 2020 / 09:00 AM

As the industry evolves in the midst of a global pandemic, Bazaar speaks to the American fashion designer about why it was important to launch an online shopping platform within MENA

Tory Burch On The Launch of E-Commerce Within The Region And Why Digital Has Always Been An Integral Part Of Her Brand

Tory Burch has a special connection with the Middle East.

Last October, the American fashion designer spent some time within the region to celebrate of the launch of her new capsule collection of kaftans, exclusively available within the GCC. Therefore, launching an e-commerce platform for shoppers within the UAE, Saudi Arabia and Kuwait was a natural next step for her business.

In June 2020, the company announced it would be rolling out an online shopping experience for clients within the region.

Shoppers can now place orders on the company’s regional websites and have their items delivered directly to their home within two to four business days. Fans of the brand can also be on the lookout for new collections that will be pre-launch on the websites, before arriving in stores.

Bazaar was able to ask Tory Burch herself a few questions about the launch of the e-commerce platforms, what she admires most about the women from the region and her favourite moments from her time spent within the UAE last year. 

Harper’s Bazaar Arabia (HBA): Can you tell us why you specifically focused on launching e-commerce in KSA, Kuwait and the United Arab Emirates? How long has this been in the works?

Tory Burch (TB): Digital has always been integral to our business. We launched with a boutique and e-commerce back in 2004, which was unusual at the time.

We have many customers in the Middle East and introducing e-commerce in the region is something I have wanted to do for a long time. Our customers in the region can now shop the collection from their homes, at any time of the day or night.

HBA: The e-commerce website is bilingual. Why was it important to launch the website in both Arabic and English?

TB: One thing we have learned during this time is that communication is more important than ever before. Our customers in the region speak both Arabic and English, and we want to be able to engage with them in whichever language they prefer.

HBA: Are all items from the boutiques available to be shopped online?

TB: Yes—one of the advantages of online is that we have the space to accommodate more inventory. We think of our e-commerce website as our largest store.

HBA: You spent some time in Dubai last year when launching your exclusive capsule collection for the Middle East. Can you share any special highlights or favorite moments from your time in Dubai?

TB: There are many! I loved exploring the city and going on a desert safari—the light at sunset was magical.

Spending time with my Middle Eastern friends is always inspiring—their strength and brilliance is extraordinary. My favorite moment had to be our event on my last night in Dubai, dancing to Gloria Gaynor, singing “I Will Survive.” Unforgettable.

HBA: What do you admire most about the women from the region?

TB: Their intelligence, entrepreneurial spirit and impeccable style. Family is everything to me and I love that Middle Eastern women feel the same way.

Shop Tory Burch online by visiting toryburch.ae (UAE) or toryburch.sa (Saudi Arabia). Kuwait coming soon this August.


Lead image supplied.

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