Is there a shortcut to fashion success?

The Tory Burch brand is one of the hottest fashion labels right now, with the first Singapore outlet opening at Wisma Atria this month (to the relief of local fashionistas and shopping tourists alike).

Founded by Tory Robinson and her then-husband, J. Christopher Burch in 2004, it became an immediate success, with the fashionable set crowding the Elizabeth Street, New York shop on its opening day. Talk show host Oprah Winfrey endorsed the brand a year later.

Yesterday, 52-year-old J. Christopher was in Singapore for Asia Fashion Exchange, as a special guest for the Asian Fashion Summit, where he gave a talk about “Creating a lifestyle experience from brand to store. How today’s consumer habits are driving new retail concepts”.

For his interview with Yahoo! Singapore, he turned up wearing house slippers with the word “smile.” This offbeat move was in keeping his unorthodox advice to young entrepreneurs.

“Be disruptive.”

Burch believes that standing out in business is more about being unique – and adapting a unique marketing strategy.

His own new label, C. Wonder bears this out: it features clothing, jewellery, accessories, and home and décor – is highly customised to please the client. (For example: C. Wonder stores give earrings to customers who return purchased goods and DJs spin his stores on Saturdays.)

It’s been a long and satisfying journey for Burch, who started out importing sweaters to the US under his company Eagle Eye. He and his brother had an initial investment of US$2,000; the business later sold for US$60 million.

Burch is now helping girlfriend Monika Chiang with her own fashion collection. He says he admires Tory and Monika for their talent and creativity, which helps their successful businesses evolve.

So what’s the difference between Tory Burch and C. Wonder? He states that while Tory Burch is more upscale and upmarket, C. Wonder is more preppy, cheaper and allows the consumer to customise the goods.

“I can’t tell you where we get our supply chain from, but our handbags are made in the same places as the high-end luxury brands. You can tell by the quality of C. Wonder. We are selling $400 shoes at just $89.”