Tory Burch
As part of the senior creative leadership team at DFS, I helped bring Tory Burch’s exclusive capsule collection to life through a multi-channel campaign targeting the global traveler. The program elevated brand visibility within the travel retail space and supported in lifting both brand sales and consumer engagement during the campaign period.
A Global Brand Partnership With An American Icon
Tory Burch Partnership • Credit: DFS Creative Team & North Sea Air
Idea
To drive desire and discovery among international travelers, we introduced a capsule collection designed with DFS’s audience in mind—fusing Tory Burch’s signature style with travel-ready versatility. The campaign positioned the brand as both aspirational and accessible within key luxury markets.
Approach
We developed an integrated campaign spanning pre-departure digital communications, CRM, paid media, social content, in-store activation, and premium visual merchandising. I led the creative direction across key touchpoints, shaping messaging that aligned with campaign objectives and localized retail experiences. Loyalty members were targeted with exclusive previews and communications, resulting in higher-than-average open and click-through rates—outperforming fashion benchmarks by 20–30%.
Impact
The campaign generated a double-digit lift in brand sales versus the previous month, with the exclusive collection accounting for over 20% of total sales during the campaign window. The brand page on DFS.com saw a sharp increase in traffic—ranking among the top five most viewed fashion brands that month. Engagement across paid and owned media surpassed KPIs, reinforcing Tory Burch’s growing resonance with the global luxury traveler.
Satian P., Creative Director of DFS Group