Katie Miller Courtney Denton Gabriel Nakovich
FASH 763 Professor Cannata
CONTENTS
I. EXECUTIVE SUMMARY II. BRAND OVERVIEW III. THE NEW INITIATIVE IV. THE IMC PROCESS A. THE BUSINESS ISSUE B. CONSUMER INSIGHTS C.COMMUNICATION MIX D. BUDGET ALLOCATION E. CAMPAIGN LAUNCH F. CAMPAIGN EVALUATION V. APPENDIX
EXECUTIVE SUMMARY As the luxury sector continues to expand with innovation at top of mind, Tom Ford came together to add a new market category specific to the Tom Ford Clientele. The Tom Ford Beauty experience in Covent Garden, London soon became a sensation, and was at the core of inspiration for a new Tom Ford project – The Estate. Tom Ford, The Estate, was designed to bring a new found luxury to top elite clients. A luxury membership club located in Miami, Los Angeles and New York City is bringing a luxury experience unlike anything that’s been offered before. This networking space accompanied by worlds most top elites has everyone talking – the only question is how do you get invited? Access is only available to those who personally receive a QR code to a private Tom Ford, The Estate app. This is where the invitees can secure their spot. At $53,000 a year the elitist members have full access to luxury spa like services, a lounge fit for your business commitments on the go as well as a full restaurant and bar with a Michelin star chef and seasonal menus. As the amenities are waiting at your beckon call, so does your personal concierge who is there to make sure all your needs are top priority. A $300,000 6 star experience to those invited, only for $53,000 a year.
TOM FORD BEAUTY IS A COVETABLE COLLECTION OF COSMETICS AND FRAGRANCES, SHAPED WITH TOM FORD’S SINGULAR VISION OF MODERN GLAMOUR AND CRAFTED WITH THE ULTIMATE IN QUALITY AND LUXURY.
“You should put on the best version of yourself when you go out in the real world because that is a show of respect to the other people around you.”
TOM FORD
THE NEW INITIATIVE The Estate by Tom Ford is an exclusive luxury membership club experience. Located in three sought after luxurious destinations: New York, Miami, and Los Angeles; this private membership club is invitation only. With everything at your fingertips, the services offered include an array of exquisite spa services, a superb cocktail bar and lounge, and the opportunity to network with some of the most successful people in the world.
S W O T
Strong brand presence in global market A reputable footprint in the luxury market Already a luxury spa experience elxclusive to men
Rising competition of exclusive membership clubs Limited target market Finding the individual who will visit and use the experience often
Growing demand for exclusive experiences Capitalizing on the elite members social media following Providing the lifestyle for the Tom Ford customer
Rising compeition from new luxury brand experiences Designing an experience that will provide a constant flow of traffic One location receiving more visitation
Exclusivity
Basic Spa Experience
Luxury Spa Experience
Inclusivity
TARGET MARKET
For the elite, gender-neutral client of Tom Ford who thrive from being in a space of luxury and exclusivity.
Cleo Age 26
City Rio De Janeiro Education Bachelor of Arts of Fashion Marketing from Parsons Career Fashion Influencer Hobbies Jet setting to new spas, experiences around the world, Dining at Michelin Restaurants around the world
Xavier Age 32
City New York City Education Masters of Economics & Intl Business from Harvard University Career Real Estate Financial Advisor Hobbies Cocktail lounges, cigars, weekend trips on private yacht
THE BUSINESS ISSUE Tom Ford has only one luxurious experience dedicated to men’s grooming. This concept has very little reach as it is located in Convent Garden, London, which attracts only locals or tourists in the nearby area. The Tom Ford men’s grooming salon lacks marketing elements as there was only one published article about this new concept. With a brand as exclusive as Tom Ford, this grooming salon appears to lack consistency, as anyone and everyone are able to book online appointments.
MARKETING CAMPAIGN
MIAMI N E W YO R K LOS ANGELES
KEY CONSUMER INSIGHTS
COMMUNICATION OBJECTIVES
CAMPAIGN LAUNCH
RY
YAN
AD DIAGNOSTICS BRAND AWARENESS “When thinking about exclusive luxury club memberships, what brands come to mind?” PURCHASE INTENTIONS “Suppose you were about to join a luxury club membership, which uxury brand would you most likely join?” BRAND CONSIDERATIONS “What other similar brands would you be interested in to join their luxury membership club?”
AD RECALL “Please describe any print ads you have seen for luxury membership clubs.” AD RECOGNITION “Does this ad look familiar?” & “What is the brand of this ad?”
MESSAGE TAKE OUT AND IMAGE TRACKING “Apart from encouraging you to join this lifestyle, what amenities would you expect to be at this membership?”
GANTT CHART
CITATIONS https://privateclubmarketing.com https://www.gq-magazine.co.uk/article/tom-ford-grooming-store-london https://www.elcompanies.com/our-brands/tom-ford-beauty https://www.elcompanies.com/~/media/Files/E/Estee-Lauder/investors/elc-annual-report-2017.pdf https://wwd.com/beauty-industry-news/beauty-features/tom-ford-beauty-wins-with-fking-fabulous-opens-first-store-11052269/ http://www.netimperative.com/2019/01/tom-ford-most-popular-luxury-brand-for-european-online-shoppers/
PRODUCTION TEAM Producers Courtney Denton Gabriel Nakovich Katie Miller
Actors Olivia Barrett Ryan Smith
Film Nate Rinehart
Editing Jayda Cardoza