Lifestyle brand C Wonder is another ending chapter for Chris Burch. After three years in business, the company is closing it’s doors. Chris Burch created the brand to get back at his ex wife designer of the luxury lifestyle mogul Tory Burch. Burch launched C Wonder boutiques who's products mirrors the Tory Burch design esthetic for a discounted price. Burch says most of the ideas behind his ex-wife brand were his to begin with and this was his way of getting back at her.
The idea was entertaining to say the least. Burch purposely placed his C Wonder boutiques directly next to the luxury giant in hopes to take away her business. The designs were almost identical, having a similar product mix and being marked at a lower cost. However, his fire and passion to make it work wasn’t enough to keep the company alive and going.
Comical or not the downfall of C Wonder was being overambitious. The Tory Burch customer is brand loyal and shopping to be seen with that brand. It takes time to develop a client following and C Wonder spouted out way too many stores too quickly.
Chris Burch business also came short by not defining who their customer is. It seems like the time was spent wisley by spending too much energy worrying about taking a customer away from Tory Burch instead of bringing in a customer of their own. These are two different target markets. The Tory Burch customer does not care if it similar product at a lower price, they care about the prestige. This where Wonder fell apart. What the company should’ve spent time doing was developing it’s own market and redefining itself as not Tory Burch customer. The products were just too similar and if anything customers felt that it cheapened his brand and didn’t reach out to the C Wonder client.
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