Tory Burch Scales Global Retail Training With Articulate 360 AI and Localization

The Challenge

Train retail associates with specialty product knowledge at a global scale

In luxury retail, product knowledge is essential. Frontline retail teams need deep expertise in craftsmanship, materials, and design inspiration to position products with confidence. 

“Fashion is different than training someone on how to operate a piece of machinery,” says Lucas Deichl, Senior Manager, Instructional Design. “[We have to explain] why this bag or piece of jewelry is exciting, and what the features are.” 

Tory Burch launches new products and collections constantly, and associates need timely updates before stepping onto the sales floor. But delivering in-person training across hundreds of locations worldwide is both costly and time-intensive. 

“Doing a lot of this in person would be an astronomical task for any company,” says Deichl.

Tory Burch needed a way to deliver consistent, engaging, and scalable training to empower retail associates to deliver exceptional customer experiences anywhere in the world.

The Answer

Immersive, story-based training with Articulate 360

Tory Burch uses Storyline and Rise to design interactive retail training at scale. AI Assistant accelerates development and streamlines workflows, and Localization ensures every course resonates across languages and geographies. 

“We do a lot of fundamentals training, as well as training for new products,” says Deichl. “In retail, new things come out all the time.” 

The curriculum primarily covers product education, plus soft skills training focused on customer interactions. Each course builds a strong foundation in product knowledge and reinforces how to communicate value with clarity and confidence. 

In one jewelry fundamental course, Deichl created a custom animated carousel interaction that showcases key pieces and their defining features. After building it once, he templated the interaction to customize and reuse it in other courses. 

“It’s going to be so useful and save so much time,” he says. 

Deichl is a strong advocate for narrative-driven training, which allows learners to engage more deeply with content. With Articulate 360, he can easily blend videos, interactions, and branching scenarios to immerse learners in realistic retail moments.

In one scenario-based course, Deichl imported footage of daily retail store operations into Articulate 360 to create an interactive experience. Learners navigate customer conversations, make decisions about how to respond, and receive immediate feedback on their choices. The experience allows them to practice in a safe environment before engaging with customers on the sales floor.  

“I have not found [other software] to be as useful as Articulate has been,” says Deichl. “They don’t seem to have as much polish.”

Unlocking Human Potential

Stronger product positioning, faster development, and global consistency

With Articulate 360, Tory Burch creates retail training that is both efficient to produce and memorable for learners. Associates gain a deep understanding of product details and how to communicate value effectively to customers, strengthening the brand experience in every store. 

But Tory Burch doesn’t just create courses with Articulate—it also localizes courses, a process crucial for the company’s success. As a global brand, the company must ensure associates in every country receive the same high-quality training in their preferred language. 

“Creating content using Localization is super important for us,” says Deichl. “Tory Burch is a worldwide brand. We’re in many countries, and those countries speak many languages. Localization really helps with that.” 

With Localization’s streamlined review process, translated content appears alongside the original with just a click, reducing back-and-forth with validators and shortening translation timelines. Built-in translation glossaries support fashion-specific terminology, and local trainers can review and suggest edits directly, seeing their changes reflected in-context. The result is training that feels accessible, relevant, and immersive, no matter where associates are located.

“[Localization] makes people feel less removed,” he says. “It allows people to connect better to the training, no matter where they’re from.” 

With Articulate 360, Tory Burch creates immersive, story-based online training that empowers retail associates with product positioning knowledge in any language.