Tory Burch Launches What Should I Wear? Newsletter
Grace Mahas — May 20, 2025 — Pop Culture
References: substack & milkkarten.net
Luxury brand Tory Burch has entered the digital publishing space with its Substack newsletter 'What Should I Wear?', which has already garnered over 4,000 subscribers. The publication offers readers a curated mix of product recommendations, cultural commentary, and emerging fashion trends. Named as an homage to Claire McCardell's 1956 book 'What Shall I Wear?' (reissued in 2022 with a foreword by Burch), the newsletter represents a strategic move into content marketing.
The newsletter focuses on style, fashion, culture, and women's empowerment, creating a direct communication channel between the brand and its audience. This approach allows Tory Burch to establish itself as a thought leader while maintaining an ongoing relationship with consumers outside traditional retail environments. By leveraging the subscription-based platform, the brand joins a growing movement of luxury retailers expanding beyond product offerings to become lifestyle content creators that build community through editorial strategies.
Image Credit: Shutterstock
The newsletter focuses on style, fashion, culture, and women's empowerment, creating a direct communication channel between the brand and its audience. This approach allows Tory Burch to establish itself as a thought leader while maintaining an ongoing relationship with consumers outside traditional retail environments. By leveraging the subscription-based platform, the brand joins a growing movement of luxury retailers expanding beyond product offerings to become lifestyle content creators that build community through editorial strategies.
Image Credit: Shutterstock
Trend Themes
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Subscription-based Content Platforms — Luxury brands are increasingly leveraging subscription-based platforms like Substack to engage audiences through personalized and exclusive content offerings.
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Fashion-centric Digital Publications — The emergence of digital publications centered on fashion allows luxury brands to curate content that intersects style, culture, and personal empowerment.
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Community-building Through Editorial Content — Brands are focusing on editorial content as a way to foster community and create interactive relationships with their audiences beyond traditional retail experiences.
Industry Implications
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Digital Publishing — The digital publishing sector is being transformed as luxury fashion brands venture into content creation, merging lifestyle narratives with brand identities.
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Luxury Fashion — In the luxury fashion industry, content marketing is evolving as brands utilize digital channels to augment traditional retail models, encouraging consumer engagement and loyalty.
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Content Marketing — The content marketing industry is being reshaped by luxury retailers who are developing new editorial strategies to connect with customers through storytelling and thought leadership.
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