Li stofI l ust r at i ons
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Li stofRef er ences ht t p: / / www. t omf or d. com/ #/ en/ t hebr and/ t omf or d-26t h December2013 ht t p: / / en. wi ki pedi a. or g/ wi ki / Tom_For d-30t h December2013 ht t p: / / www. l ondoncol l ect i ons. co. uk/ desi gner s_pr of i l e. aspx?Desi gner I D=2131 -10t hJ anuar y14 ht t p: / / www. busi nessof f ashi on. com/ 2013/ 09/ t hebusi nessof bei ngt omf or dpar t i . ht ml-19t hJ anuar y2014 ht t p: / / www. gqmagazi ne. co. uk/ st yl e/ ar t i cl es/ 201311/ 07/ j ust i nt i mber l aket omf or dwor l dt our war dr obe-18t hJ anuar y2014 ht t p: / / www. gl amour . com/ f ashi on/ bl ogs/ dr essed/ 2013/ 12/ beyoncet omf or ddr essboot s. ht ml-18t hJ anuar y2014 ht t p: / / www. huf f i ngt onpost . ca/ 2013/ 12/ 23/ beyoncet omf or d_n_4494082. ht ml -17t hJ anuar y2014 ht t p: / / en. wi ki pedi a. or g/ wi ki / Tom_For d_( song) -17t hJ anuar y2014 Gr aydon Car t erandBr i dgetFol ey,2004.Tom For d:Ten Year s.Thames& Hudson Lt d ht t p: / / www. t hesi mpl yl uxur i ousl i f e. com/ t omf or dandhi smuses/-20t h J anuar y2014 J ennyf f erLocar no,2014.WomenwearAssi st ant ,Tom For d:I nt er vi ew wi t h Al i ceHoar ,845 Madi son Avenue,New Yor k,10/ 01/ 2014.
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“ Dr e s s i n gwe l l i sak i n do f g o o dma n n e r s ” 3
Tom For dspenthi sear l yyear si n Houst on,Texasand San Mar cosbef or ehi sf ami l ymovedt oSant aFe,New Mexi co.At16 For dmovedt oNew Yor k,af t erdr oppi ng outofBar dCol l egeatSi mon’ sRock,andst udi edar t hi st or yatNew Yor kUni ver si t y.For dal sodr oppedout ofNYU af t eronl yoneyear .However ,hi st i mei n NYC l eadt ohi m becomi ngaf i xt ur eatt hel egendar y St udi o54,wher ehedi scover edhi ssexual i t yand becameheavi l yi nvol vedi nt hecl ub’ sdi scoer agl amour ,t hatwoul dl at erbecomeamaj ori nf l uenceon hi s cl ot hi ng. 4
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Fr om Lef tt oRi ght :T om For d, Laur enHut t onwear i ngT om For d,Mar i s aBer ens onwear i ng T om For d( bot hf ora2010 VoguePar i sShoot ) ,T om For d Fr agr anc e‘ J as mi nRouge’ ,An I magef r om T om For d’ s2010 EyewearCampai gnf eat ur i ng Ni c hol asHoul tandCar ol yn Mur phy
Notonl ywoul dt hi sr angehel pt okeepTom For don par wi t h hi scompet i t or s,andhel pt ogai nl oyal t yofexi st i ng f emal ecust omer s;butt hi sr angecoul dal sohel pt obui l d on t hei rcur r entbusi nessf r om t our i st sand‘ ent r yl evel ’ pr oduct s,asl i nger i ecoul dpr ovi deanew pr i cepoi nt wi t hi nt hebr and.Thenew pr i cepoi ntwoul df al lbet ween t hel owerendofbeaut yandeyewearandt hehi gher pr i cesofcl ot hi ng,pr ovi di ngal mosta‘ st ep’f oran ‘ ent r yl evel ’consumert omoveupi nt o,bef or ecl ot hi ng. I n concl usi on,aTom For dl i nger i el i newoul dnotonl ybenef i tt hebr and’ ssal esandposi t i on i nt hemar ket ,but woul dal sohel pt ogai nt r ustandl oyal t yf r om f emal e consumer s;aswel lasopeni ngupt heoppor t uni t yt opr ovi dea‘ madet omeasur e’ser vi cei nt hewomen’ ssect or an i deat hathasal r eadypr ovedext r emel ysuccessf ul wi t hi n Tom For dmenswear . 24
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“There wasa peri od oft i me where i tseemed ast hough everyt hi ng I t ouched t urned t o gol d”
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Ial sobel i evet hatal i nger i el i newoul dhel pt oi ncr easet he successofTom For d’ swomenswearasawhol e,whi ch cur r ent l yseemst obel esssuccessf ult han t hemenswear .I nt he New Yor kf l agshi pst or e,f orexampl e,t heydoat t r actal otof busi nessf r om bot h mal eandf emal econsumer s.Yet ,t her ei s adi st i nctdi f f er encei nt hesor tofmal eandf emal econsumer st heyat t r act ;f emal ecust omer st endt obet our i st s,pr e domi nant l yf r om Engl and,Aust r al i aandBr azi l ,whocomei n t obuy‘ ent r yl evel ’pr oduct ssuch assungl asses,bags,per f umesandbeaut ypr oduct s.Wher eas,t hemal ecust omer s t endt obemuch mor el oyalt ot hebr andandar eof t en r egul arcust omer st hatenj oyt he‘ madet omeasur e’ser vi cepr ovi dedf orsui t s.Wi t ht hi si n mi nd,Ibel i evet hataddi nganew r anget ot hewomenswearsi deoft hebr andwoul dst r engt h l oyal t yf r om consumer swhowoul dbeabl et obuymor e underoner oof ,i nst eadofgoi ngel sewher ef ort hesei t ems. Ther ei sal sot heoppor t uni t yher et opr ovi dea‘ madet o measur e’ser vi ceon l i nger i e,whi ch woul dmakean exper i enceoutoft her ange,andof f erper sonal i sat i on,byal l owi ng t heconsumert ocr eat et hei ri deaof‘ per f ect ’l i nger i e. Thei deaofl i nger i eover al lwi l lenhancet hebr and’ sunder l yi ngt hemesofbei ngsexy,seduct i ve,power f ulanddomi nant . Ibel i evet hatt hest yl eandover al lr angeal soneedst or ef l ect t hi s,butwhi l stmai nt ai ni ngt hei deaofel eganceandmanner s.Ther angecoul df eat ur epr edomi nant l ybl ackandwhi t e col our s,wi t hf eat ur esofgol dandbr i ght ,shi nycol our s,as t hi swoul dr ef l ectt hebr andhandwr i t i nganddesi gn equat i on. TheuseofsomeofTom For d’ swel lknown medi asandmat er i al ssuch asgl ass,sequi nsandzi pscoul dal sobeusedt o hel pgi vet her angean addedTom For dt ouch,t hatwoul d i nt ur n bet heuni quesel l i ngpoi ntf orhi sl i nger i e.
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Li nger i ecoul dbet heper f ectar eaf ort heTom For dbr andt o expandi nt oas,notonl ydoesi tf i twi t hi nt hebr andessence ofsexy,l uxur yandpower f ul ,buti tal socoul dpr ovi deTom For dwi t h an upperhandon hi scompet i t or swhoei t herdon’ t doal i nger i el i ne,orhaveaver ybasi cr ange. Thi si sof t en duet o al ackofski l landknowl edgef r om t hebr andsdesi gner s,asl i nger i ei saspeci al i star eat hatr equi r esski l land scul pt ur i ngabi l i t i es.However ,Tom For d,asadesi gner ,has becomef amousf orhi sabi l i t yt opr oducescul pt ur edcl ot hi ng, aswel lasf orhi sappr eci at i on andunder st andi ngoft he f emal ef or m.Fort heser easons,al i nger i el i nebyTom For d coul dnotonl ybevi abl ebecauseofhi sabi l i t y,butal sodue t oan accept anceandunder st andi ngf r om consumer st hata Tom For dl i nger i el i nel ogi cal l yf i t si nt ot hebr andessence, val uesandt her ef or et heconsumer s’expect at i ons. Whi l stTom For dhasneverpr evi ousl ypr oducedl i nger i e,he hashadl i nesofni ght wear .Someoft hel i neswi t hi nt hi s r angei ncl udedel egantbutsexypi ecessuch aski monost yl e gownst hatcoul deasi l ybeen wor n outandnotj ustatni ght duet ot heel eganceanddet ai li nt hem.However ,t heTom For dni ght wearl i nesar er ar el yst ockedi n hi sst or es,ast hey pr ovedl esspopul art han ot herr anges.Li nger i ehoweveri sa much sexi erar eat owor kwi t h,andwi l lhel pt ocont i nual l y at t r actt heyoungerf emal emar ket .Thi sr angewoul dbe avai l abl et oal lages,andIbel i evet hatwomen woul dt r usti n Tom For dt hathecoul dpr oducel i nger i ef ort heol derwoman aswel l .Ibel i evet hi sbecauseofhi swel l known muses, manyofwhi ch ar eol derwomen such asLaur en Hut t on, Mar i saBer enson,J ul i anneMoor eandRi t aWi l son;whohave al lbeen associ at edwi t h Tom For df ormanyyear s,and,on a f ew occasi ons,model l edhi scl ot hes.
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For dwenton t ost udyar chi t ect ur ei n New Yor katPar sonsSchoolf orDesi gn,hi sknowl edgef r om t hi scour se hashadagr eati mpacton t hel ayoutandconsequentexper i enceoft heTom For dst or es.I twasayearandhal f i nt er nshi patChl oé’ spr essof f i cei n Par i st hatspar ked For d’ spassi on andi nt er esti nf ashi on.Fr om t hi shewent on t owor kf orGucciandGuccigr oup,wher ehewor ked upt oCr eat i veDi r ect orofGucciand,bet ween 1995 and 1996,managedt or ai set hei rsal esby90% . I twashi s successatGuccit hatl eadt ot hel aunch ofhi sown l abel i n Apr i l2005,whi ch hest ar t edal ongsi deDomeni coDe Sol e,f or merGucciGr oupPr esi dentandChi efExecut i ve Of f i cer . Thebr andst ar t edoutsel l i ngeyewear ,beaut ypr oduct s andper f ume,wor ki ngwi t h Est eéLauderandMar col i n Gr oup.Today,t heTom For deyewear ,beaut yandper f umer angescont i nuet odowel li nt hecur r entmar ket , wi t h asuccessf ull i neof15 pr i vat ebl endand6 si gnat ur e f r agr ancesr anki ngwi t hi nt het opt hr eei n speci al i st st or eswor l dwi de.Tom For d’ sf l agshi pst or eat845 Madi son Avenue,New Yor kCi t yopenedi n Apr i lof2007,i n l i newi t ht hel aunch ofhi smenswearandaccessor ycol l ect i ons.Hi shi ghl yant i ci pat edwomenswearcol l ect i on wasl aunched3 year sl at eratt hesamest or ei n Sept ember2010.Thecol l ect i on wasshowcasedatan i nt i mat e pr esent at i on bysomeofhi sst yl ei consandmuses.
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For dhasnotdi r ect l ywor kwi t h ot hercl ot hi ngbr ands when i tcomest omor er ecentcol l abor at i ons;i nst ead hehast eamedwi t h manyar t i st si nt hemusi ci ndust r y;whi ch hasconsequent l ygi ven hi m gr eatpubl i ci t y.Af t ersui t i ngJ ust i n Ti mber l akef orhi s2013 ‘ Sui t andTi e’musi cvi deo,hewenton t opr oducet he ent i r ewar dr obef orhi s20/ 20 Exper i enceWor l dTour , whi ch hasl eadt oJ Tbei ngconsi der edoneoft he ‘ best dr essedmen i nt hewor l d’ .Ti mber l aker espondedbyl at erpr esent i ngFor dwi t h hi s‘ GQ’ sDesi gnerof t heYear ’awar d. Tom For dal sor ecent l yhadat r ackwr i t t en abouthi m f orJ ayZ’ sal bum ‘ MagnaCar t erHol yGr ai l ’ .Toaddt o t hi s,mostr ecent l y,Tom For dcaughtpr essat t ent i on when Beyoncé,wi f et oJ ayZ,wor ehi s‘ gl assl i ke’ dr essandt hi ghhi gh boot sf r om t heTom For dSS14 womenswearcol l ect i on t hati ssoon t obeavai l abl e f r om t heNew Yor kf l agshi pst or e.Beyoncépost eda pi ct ur eon i nst agr am ofherout f i twi t ht hecapt i on ‘ I don’ tpopmol l y’ ,ar ef er encet oJ ayZ’ sl yr i csi n hi s ‘ Tom For d’si ngl e. Thesecol l abor at i onsnotonl ybenef i tt hebr andbyat t r act i ngpr essat t ent i on butal sohel pt or ef l ectt he sor tofcul t ur alandsoci alr ef er encest hatt hebr and i nt endst obeassoci at edwi t h.Thi sr ef l ect sFor d’ s own per sonali nt er est s,whi ch i si mpor t antf ort he br andashepl aysavi t alpar tast hemot i for‘ Tom For d’ .
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To hel p me bet t erunderst and Tom Ford’current pl ansf ort he br and,Icarri ed outpri mary research by vi si t i ng t he Tom Ford f l agshi p st ore i n New York.Att he st ore Ispoke t o one oft he womenswarassi st ant s,named Jennyf f erLocarno,who answered sever alofmy quest i onsand showed me t hei rst ore f ol der ,whi ch cont ai nsl i st sand i mages ofal lt he col l ect i ons,cat wal k showsand t he i t ems t hatwi l lbecome avai l abl ei n st ore.Combi ni ng t hi s and my secondary research,Iproduced a S. W. O. T. anal ysi st o hel p me t o cl earl y deci pherwhere opport uni t i esl i ef orbr and expansi on. The S. W. O. T.anal ysi s,seen on t he l ef t ,al l owed me t oi dent i f yt hatTom Ford i sdoi ng very wel li n t he menswearmarket ,my pri mary research al so support st hi sasIdi scovered t hatt he f l agshi p st ore’ sbase ofl oyalcust omerspredomi nant l y consi st sofmal e consumers.Thi shasl ead me t o suggestt hatt he Tom Ford br and needst o expand i t ’ s womensweari n ordert o creat e more i nt erestand consumerl oyal t y.Ial so f ound t hatt he over al l amountofr angest hatTom Ford hasi sremarkabl y l esst hatsome ofhi smai n compet i t ors,f ort hi s reason,a new productr ange coul d be hugel y benef i ci alt ot he br and asi tcan provi de a wi derr ange ofproduct st ot he consumerwho may have previ ousl y gone el sewhere f orsuch product s. Fort hese reasons,i fIwast o come up wi t h a new conceptt ot he Tom Ford br and Iwoul d suggesta br and expansi on t hrough t he l aunch ofa new productr ange ofwomen’ sl i ngeri e.
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Fr om T opLef tt oT opRi ght :J us t i n Ti mber l ake,Beyonc é,J ayZ. Fr om Bot t om Lef tt oBot t om Ri ght :J ayZ’ sal bum ‘ Magna Car t erHol yGr ai l ’ ,J us t i nTi mber l akeandJ ayZ’ sc ol l abor at i ve s i ngl e‘ Sui tandTi e’ ,Beyonc é’ s al bum ‘ Iam. . . Sas haFi er c e’ .
-Menswear -ConsumerLoyal ty(predomi nantl yf rom men) -Fragrances/Beauty/Eyewear-Entryl evelproducts -Few Storesmeanstouri sti nterest -Exl usi ve -Uni quecl othesf orconsumer -In-storeexperi ence/desi gn -Madetomeasureservi ce
-Womenswear -notsomuchl oyal tyf rom f emal econsumers -l i mi tedrange -onl y4 ranges-mens/womens/beauty/eyewear
-Casualwearrangeneari ngrel ease -Bui l di ngwomenswearthankstoBeyoncé -Expansi on-morestores -BrandExpansi on(productl i nes)
-Competi torswhoprovi demoreproductranges-such aski ds,petaccessori es,homewear ,l i ngeri e,ni ghtwear , l uggage(brandssuchasGucci ) -Competi torswhohaveastrongmal eandf emal eaudi ence 20
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“You have t ol ook i nsi de yoursel fand you have t o say, wel l ,whatam I about ? Why does anyone need t hi s? Why doesanyone TheTOM FORD br andf ocuseson sel l i ngal i f est yl eof l uxur y,weal t h andpowert oast r ong,excessi veand i ndul genti ndi vi dual ;I t ’ sal laboutbei ngsexyandel egant ,power f ulandseduct i ve.Tom For dbel i evest hat ‘ dr essi ngwel li saf or m ofgoodmanner s’( Tom For d) , i mpl yi ngt hati t ’ snotonl ysomet hi ngweshoul dal ldo i n ever ydayl i f ebutal sot hathi scl ot hesar eanecessi t yf ort heuppercl ass,weal t hyi ndi vi dual st hathe t ar get s.Thi sal sosuggest st hatwear i nghi scl ot hi ng wi l lnotj ustmakeyou wel ldr essed,butwi l lgi veyou t heedgeagai nstbot h busi nessandsoci alcompet i t or s. Hi scompanyal soof f er st ai l ormadecl ot hi ng, r ei nf or ci ngasenseofi ndi vi dual i t yandper f ect i on wi t hi nt hebr and. 10
Tom Ford’ need a ‘ j acket ? Whatdo I bel i eve i n?”
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Busi nessPer son St r ongMi nded Power f ul I ndependent Wel lDr essed Wel lMani cur ed ve Excessi I ndul gent Weal t hy Sexy Seduct i ve Domi nant Successf ul Loyal Enj oysper sonal i sat i on Per f ect i oni st Wel lManner ed Sophi st i cat ed Ambi t i ous El egant Pr i vi l eged 18+ Pr edomi nant l yMal es
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Sexy Yout hf ul
Af f or dabl e
Luxur y
Sophi s t i c at ed Fami l yOr i ent at ed
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Tom For d’ smai n compet i t or si ncl udeGucci ,Ver sace,Rober t oand Caval l i .For dhoweverbel i evest hathehasan edgeon hi scompet i t or sduet ot her angeofpr oduct st heyof f erandt heper sonal i sat i on oft heTom For di nst or eexper i ence. Forexampl e,t he‘ Madet oMeasur e’ser vi cef ormensweari st heul t i mat ei nl uxur yr et ai lper sonal i sat i on,andt hi si soneoft her easonsf orhi smanyyear sofsuccessi nt hemenswearmar ket ,and consequent l yt her eason he’ smostf amousf ormenswear .
“A l otofourcompet i t orsonl y do a f ew t i esperseason.W e do every t ype ofcol or,every ki nd off abri c,every shade of pi nk and purpl e,wi t h pocketsquares,bow t i es,eveni ng scarves,si l k scarves,t op hat s—wel l ,we may notsel lso many t op hat s,butIwantt he cust omert o underst and t hat we have t hati fhe needsi t . ”-Tom For d
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Thebr and’ si magei sbasedar oundTom For dhi msel f ; hei st hemot i f ,hei st hebr and.Thebr and’ shandwr i t i ngi ssi mpl e,bol dandmostof t en bl ackandwhi t e;t hi s i sar ef l ect i on ofTom For d’ sown st yl e.Thepr oduct s andadver t i si ngof t en f eat ur ebl ocksofmet al l i ccol our s such asgol dwhi ch r ef l ectt heexcessi veandl uxur i ous essenceoft hebr and;t heyal soof t en usebr i ghtbl ocks ofcol ourt or ei nf or cet hei deaofpowerandst r engt h, whi ch Tom For dbel i evesar et r ai t shi sconsumer sshoul d st r i vef or .Tom For dal sot endst of eat ur emat er i al ssuch assequi ns,gl i t t erandgl assormi r r or l i kemedi asi n hi s cl ot hi ngandaccessor i es,whi ch cr eat eashi neef f ectt o r ef l ectasexyl ookt hat ’ ssi mi l art ot heshi nyandgr easy ef f ectusedon hi smodel si n adver t st hatmakest hem appeart obesexyandsensual . Fr om T opLef tt oT opRi ght :T om For dFr agr anc e f orMenAdver t i s ement ,T om For dBeaut y Adver t i s ment .Fr om Bot t om Lef tt oCent r e: T om For d,Sequi nDet ai lJ ac ketandMakeUp f r om T om For dBeaut yAdver t i s ment .
"I suppose,yes,I' ve been gui l ty of provocati on but i t' s al so j ust com m on sense m arketi ng — puta bottl e ofscenti na wom an' s cl eavage, orbetween herthi ghs — and m en wi l l noti ce. " — Tom Ford,Vogue UK,June 2009
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