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MIKI BERARDELLI, TORY BURCH
“I love how quickly the landscape changes,” said Miki Berardelli, chief marketing officer of Tory Burch. “I’ve always been drawn to digital and what’s next.”
The digital world is an arena where Burch is one of the most innovative fashion companies around. The brand has never advertised but builds brand awareness via Facebook, Tumblr, Instagram, Pinterest, Twitter, video and its own Web site. It will launch its first ad campaign in October for its fragrance with Estée Lauder Cos.
Burch began in February 2004 with a store on Elizabeth Street in New York and a Web site. Today, it operates a wholesale and e-commerce business and 84 freestanding stores globally, generating close to $1 billion in retail sales, according to sources.
Berardelli, who oversees marketing, public relations and e-commerce globally, explained that the company grew up alongside the rise of the digital age and there was never a hurdle to embracing the new landscape. — Lisa Lockwood