untitled by Obssesion

FINAL PROJECT

|Wei Liu|

BRAND STRATEGY FOR TOM FORD HOTEL

CONTENTS Introduction…………………………………………………………...….....……….. 4 Company Analysis………..………………...………………...…………………….. 6 a. Company Overview…………………………………………………………….. 6 b. Brand Identity Analysis………………………………………………………… 9 -Mission& Value…………………………………………………….......…….. 9 -Advertising………………………………………………………….......……. 9 -Customers……………………………………………………………......…...11 c. Competitors……………………………………………………………………..13 d. Distribution……………………………………………………………..………..14 e. Pricing……………………………………………………………………..……..14 f. Designer…………………………………………………………………..………15 g. Current Status…………………………………………………………...………18 h. SWOT Analysis………………………………………………………………….20 Market Analysis………………………………………………………………………22 a. Luxury Travel Industry…………………………………………...………...……22 b. Luxury Hotel Industry……………………………………………………………23 -The size of the market…………………………………………....……..……24 -Potential growth and opportunities………………………………...……..…25 -Trends that matters………………………………………………....……...…25 -Driven of the marketplace………………………………………....…………28 -Current major players…………………………………………......……….…30 -Luxury fashion designer branded hotel………………………..……………34 -Current major players (Luxury fashion designer branded hotel) …..……35

BRAND STRATEGY FOR TOM FORD HOTEL

c. Competitive Landscape………………………………………………………...…37 d. Key success factors in luxury hotel industry…………………...……...……..…40 Consumer Information…………………………………………………....…………...44 a. Demographic Information………………………………………….………...…...44 b. Psychographic Information……………………………………….……………....44 c. Behavior Information…………………………………………….....…………...…45 d. Customers Profile………………………………………………….….…………...45 Primary Research Findings……………………………………………………………48 Secondary Research Findings……………………..…………………………………56 Brand Strategy………………………………………………………………….………60 a. Strategic Initiatives………………………………………………..….……………60 b. Deliverable……………………………………………….………....………………61 -Partnership……………………………………………………...........…………...61 -Location selection……………………………………………………..............…...…62 -Design of the actual space…………………………………………..............………66 c. Unique Selling Points.…………………………………………….………..…...…70 d. Pricing Strategy………………………………………………...………………..…76 e. Marketing Plan …………………………………………………...………………...77 Conclusion…………………………………………………………...……..……………84 Appendix……………………………………………………………...…….....…………85 References…………………………………………………………....……….…………97

BRAIIJD STRATEGY FOR TOM FORD HOTEL

INTRODUCTION It is no surprise that luxury fashion designers who entered the hotel industry are aiming for this market as a way to inoorporate luxury fashion into hotels As the luxury goods market has grown ext「emely competitive, the major fashion designers seek new ways to innovate and strengthen their brand name (Deloitte, 2008) T herefore, recent branding strategy developed by fashion designers and hotel companies has been to join forces to create a luxury lifestyle hotel as one of the avenues they could follow to overcome competition. Tom Ford is one of the most successful luxury brands, even though the brand has only existed over a decade. With the huge success of suits and fragrance lines, there is a growing need in diversify ing the product categories. Moreover, as the head designer Tom Ford has an architecture degree background, stretching into the hotel industry would be the 『easonable choice for Tom Ford brand T his project is aimed at creating a brand stretch strategy for Tom Ford as a luxury hotel. With a joint venture with a large luxury hotel company- Marriott, a 5-story 50-room Tom Ford Hotel will tap into the major city-London. Inside the building, luxury and beauty are fostered in pure Tom Ford style, imparting a new aesthetic of excellence to the concept of exclusivity. Through the investigation and analysis, this project will discuss the possibilities of opening a Tom Ford luxury hotel

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BRAND STRATEGY FOR TOM FORD HOTEL

COMPANY ANALYSIS OVERVIEW

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and creative director of all Tom Ford fashion collections (Tom Fo「d Menswear, Tom Ford Womenswear, Tom Ford Eyewear, and Tom Ford Beauty). Ford was joined in this venture by lo「mer Gucci group president and chief executive officer Domenico De Sole, who serves as chairman of the company Late「 in June, Tom Ford announced its partnership with Marcolin Group to produce and distribute optical I『ames and sunglasses, as well as an alliance with Estee Lauder to create the Tom Ford beauty brand. Both the eyewear and beauty collections have been hugely successful and rank in the top 3 brands at specialty store worldwide. In 2007, his first New York Flagship store opened at 845 Madison Avenue, devoted to luxury menswear and accessory collection. In 2008, Daniel Craig as James Bond outfitted head-to-toe in Tom Ford in Quantum of Solace. In September 2010, Tom Ford Launched Tom Fo「d Women's Spring Summer 2011 Haute Couture fashion collection. The same year, Tom Ford claimed to open 100 stores worldwide in the next ten years includ ing shop-in-shops such as Milan, Tokyo, Las Vegas, Dubai, Zurich, and Russia

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MISSION&VALUE Tom Ford's mission is lo delive「the highest quality product and the g「ealest standard of seNice. Making every product fit the various lifestyles of customers, and giving customers the luxury of feeling organized and stylish in any setting Tom Ford is a true visionary. He has a unique ability t o see into the future, as e邓ressed through his singular vision and trailblazing fashion to create an inimitable world of seduction and uncompromising exclusivity. There's something inherenUy straightforward about Ford and his brand; it is sexy, stylish, elegant, and excellent. II is part of the reason behind a renaissance in menswear why men are wearing bow ties and pocket squares again and taking a brush and polish t o their shoes

ADVERTISING Tom Ford uses invisible marketing to attract his potential custome「s. This is done through letting his print advertising be the main focus of keeping his customers updated. Ford has targeted their intended consum er through only having advertisements within publications such as Vogue, making it so that they are targeting people who have a keen interest in high-end fashion and purposefully seek out Tom Ford. One image that has to be mentioned is the provocative campaign (Lacerda, 2015) (Figure 1). The brand overall is purely about sex appeal and glamour through the choices of a心ertising posters. Since he has devel oped his own brand, some of the provocative ads have included a woman suggestively grabbing a man's 霉

crotch, a man sticking finger's inside a woman s mouth, and a perfume bottle sitting in a woman's bare cleavage. Fo口man who thrives on being stylish, cutting-edge, and making others look good, it is all in a day's work to gain some loud sexual controversy and keep lhe awareness of his brand. The provocative campaigns ooze sexual chemistry through the naked bodies, dripping in sweat and the passionate eyes of the models staring at each other. NI of these show that he wants his consL1mers to experience the glamor ous lifestyle he provides

BRANO STRATEGY FOR TOM FORD HOTEL

BR汹D STRATEGY FOR TOM FORD HOTEL

DISTRIBUTION

The Tom Ford distribution network is continuing wi小its projected expansion plan. This was reinforced in 2012, supported by the gro讯扣n Asian markets, especially the Chinese market. According to the sector overview of Amorim Holding SGPS, S.A, currently Tom Ford has over 120 points of sale all over the world, with own shops, franchising and shop-in-shop: here are already 49 directly owned freestanding stores and 77 shop如shops (Amorim report, 2017) Tom Ford begin a focused rollout in the U.S. and abroad through a multi-tiered plan that involves Iran咖sed and directly operated stores, as well as exclusive shop-in shops. The brand also has E-com 畴

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BRAND STRATEGY FOR TOM FORD HOTEL

PRICING

Tom Ford's entry-level price is $36 for nail polish and $75 for a pair of socks. Ties and fragrances start at $165 with footwear from $990, rising to $14,000 for crocod临skin shoes. Eyewear ranges from $340 to $1950. Ready-to-wear shirts start at $490 and ready-lo-wear suits range from $2,900 to过900. Made-to-measure prices go as high as $18,000 for a bespoke suil, but the price is potentially limitless, depending on the detail and fabric used

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CONSUMERS

Tom Ford has a very defined customer (Conlon, 2017). From demographic customer profile, age is between 25 lo 75 years old, and the gender is both male and female. The annually income would be around over $150,000. The education is college base, while the occu palion no『mally are finance, management, fashion and design, med旧， science & technology. The r的ion and ethnic background would include all. From psychographics information, the social class should be upper class. The personality is reserved, intelligent, work-ori enled, organized. T heir lifestyle usually are fast-paced, always engaged with business meetings and trips, enjoy luxury consumptions From behavioral characteristics, the customers they may have brand loyally on Tom Ford already and Gucci, 凡mani, Versace, Prada, YSL. Their media usage would be newspapers, apps, websites, and magazines. The usage situation could be at work, in home or on vacation. Consumers of Tom Ford are customers who go out kno11Ang what they want, whethe「 they want a suit o「 a gown or a pair of shoes, young people who have the money to buy whatever they want, but know that with Tom Ford that they expect quality. Tom Ford customers expect exclusivity, this is as a result of Tom Ford 「eleasing things such as f「ag「ance only within Tom Ford stores before mass release. They strong-minded, independent consumers who know that with Tom Ford comes a personality that exudes confidence and lhe will to go out and seek out at high society events. They are the kind of people who feel that they are of importance and should be noticed, and this is why they choose to spend large amounts of money, in shorts, they expect the glamour of Tom Ford.t

BRAND STRATEGY FOR TOM FORD HOTEL

COMPETITORS "My goal is still to build one of the top 5 or ro luxury brands in the world." Ford said. Tom Ford's top competitors are Louis Vuitton, Chanel, Gucci, Yves Saint Laurent, Giorgio Armani and Marc Jacobs. Tom Ford has worked at Yves Saint Laurent and Gucci, where he helped pioneer provocation as a contemporary fashion idiom. Tom Ford has high goals to be the world's leading luxury fashion brand, overtaking current international fashion giants such as Louis Vuitton and Chanel. "If not number one, then number two," Tom Ford said. "I could and will, certainly within the next 10 years, if not sooner. But I think that there are very few people in the world that could. I say that in the most humble way, meaning that I've had every advantage that anyone could possibly have. I had enough money to self-finance. I had a well-known name. I had 20 years of experience working for very big compan论s with no fear of scale.• (Alexande 「, 2013). GiorgioArmani is surely a great competito 「 in the menswear where Tom Ford is expert in, due to GiorgioArmani suits feature premium natural fabrics crafted into form-flattering shapes. As Tom Ford, Marc Jacobs is also an American fashion designer with its own young brand after served as creative director in a big luxury company-Louis Vuitton.

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BRAND STRATEGY FOR TOM FORD HOTEL

COMPANY ANALYSIS DESIGNER

Tom Ford was born on August 27, 1961, in Austin, Texai

Tom Ford Born

New York Unive 「sity. Ford dropped out of NYU after a yE Thomas carlyle Ford August 27, 1961 (age 56) Austin, Texas, U.S.

Education

Parsons school of design

Occupation

Fashion designer Film director Film producer Screenwriter

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pouse SChildren

design college, Parsons The New School for Design in t

would be a majo「 influence on his later designs. Before I

inspiring his interest in fashion. He spent his final year a

fashion sports brand as a designer assistant. Four yeari designer. However, at that lime, Gucci was not as g「eat

has injected new energy into Gucci. Also, because of th, di「ector in 1990. Two years later, he was appointed as c

Gucci (1990-2004) YSL (1999-2004) Tom Ford (2005-)

began to recreate Gucci's design style, changing Gucci

same time, Gucci acquired YSL, another famous fashior director, he relied on his own efforts to make Gucci one

$200 million Richard Buckley (m. 2014) 1

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b「and Tom Ford. He extended his own style to his own t come out can quickly sweep the market

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Because of his significant influence on the fashion wo什d, Women's V

success has been recognized by a number of awards including five , from <Time Magazine>. In March 2005, Ford announced the launch of his film production cor The film was celeb 「ated by critics wo什dwide, and was a hit with audi

di 『eel'Nocturnal Animals', an adaptation of the Austin Wright novel l

Tom Ford is married to Richard Buckley, a journalist and former editc 眉

BRAND STRATEGY FOR TOM FORD HOTEL

:, the son of realtors Shirley Burton and Thomas David Ford. At age 17, he moved to New York City to study art history at

iar, focusing on acting in television commercials. Ford began studying interior architecture at The New School's art and

Jew York City. While in New York, he often visited Studio 54, where he realized he was gay. T he club's disco-era glamor

1is last year at New School, Ford spent a year and a half in Paris, where he worked as an intern in Chloe's press office,

I The New School studying fashion, but graduated with a degree in architecture. After graduated, he first entered a

, later, in 1990, Gucci's c『eative director noticed this talented young man and invited him to join Gucci as a womenswear

as it is now. This 50s fashion brand was on the edge of bankruptcy, no one was willing to take over the mess. His arrival

l chaos of Gucci's intemal management, the young Tom Ford was given the opportunity to be promoted to design

reative director So, after 10 years of precipitation, his talent finally got a full display in Gucci. After the design director, he

into a sexy and vintage style. Under his leade 「ship, Gucci's annual sales soared from $230 million to $3 billion. At the

1 brand at the time, and he was the creative director of both brands. From 1994 to 2004, during his tenure as creative

of the largest and most profitable luxury brands in the world. In 2004, he retired from Gucci and founded his own name

,rand. Since then, his design career, men's wear, women's wear, make-up, perfume, and every new product that has

Vear Daily described him as•the most daring and unconstrained success story in the fashion industry'. Tom Ford's

iwards f 「om the prestigious Council of Fashion Designers of America, fou『 Vogue Fashion awards, Best Fashion Designer

npany, Fade to Black. In 2009 he made his directorial debut with'A Single Man', starring Colin Firth and Julianne Moore.

ences.'A Single Man'scored an Oscar nomination and two golden globe nominations In 2015, Ford became attached to

ony and Susan. The film received praise from critics, as well as winning the Grand Jury Prize at the Venice Film Festival

,r in chief of Vogue Hommes International; they have been in a relationship since meeting in 1986

BRAND STRATEGY FOR TOM FORD HOTEL

CURRENT STATUS Tom Ford International is a privately owned company. Ford is adamant that he is not interesting in selling a majority stake. As a majority stakeholder in Tom Ford International, he owns 63. 75% of shares, while longtime business partner, current chairman and former Gucci Group chief executive Domenico De Sole owns 11. 25%. The rema吓ng 25% is owned by Ermenegildo Zegna chief executive Gildo Zegna and Americo Amorim Group (Figure 2). T he fragrance and beauty licenses with Es杞e Lauder Companies and eyewear license with Marcolin are controlled directly by Tom Ford's personal holding company Tom Ford sells about 1.6 million pairs of eyewear a year, and in Es杞e Lauder 's latest fiscal year, sales of the Tom Ford fragrance and cosmetics businesses combined were up 52% While the beauty conglomerate does not break

。ut sales ofTom Ford product, industry sources indicate that his beauty and fragrances lines will generate $500

million in net sales in 2017. Total retail sales of the Tom Ford brand, including eyewear, fragrance, cosmetics, ready-to-wear, men's and women's accessories, are on track to hit nearly $2 billion in 2017(Sherman, 2017).

While Ford says his women's business is profitable and growing, it still only constitutes 30 percent of the company's overall apparel revenue. He would like it to be split do讥fl the middle bet豁en women's and men's business (Sherman, 2017). What has given Ford an edge is the control he maintains over every aspect of the brand. He designs the clothes, but also shoots the ad campaigns and manages the licenses Es杞e Lauder, Marcolin and makes films. "My goal is still to build one of the top five or 10 luxury brands in the wo什d." Ford said

TOM FORD

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BRAND STRATEGY FOR TOM FORD HOTEL

SWOT Analysis

Strengths

Weaknesses

0 pportu n ities

Threats

Strengths: T he label Tom Ford has strong brand reputation. It is because the head designer Tom Ford set the branding template for the slew of Tom Ford products that would come in its wake, and provided opportunities for Ford to connect with his global fan-base and the luxury industry more broadly, keeping his name in the increasingly crowded mix of fashion brands vying for attention (Amed, 2013). Also, Tom Ford has great product quality, strong licensing deals and customer base. Moreover, as a majority stakeholder in Tom Ford International, Tom Ford has direct control over its distribution

Weakness: As a new brand that has just been in the market for over ten years, Tom Ford is neither has rich heritage, nor less retailer stores comparing to competitors. With the successful sales of beauty, é&#x;ľgrance, and eyewear lines, he mçž˝ over rely on them. Especially, the constantly new fragrance products would reach to the market saturation in the future

Opportunities: The opportunity exists for over relying on fragrance and eyewear line is to diversify the product line in the potential growth market. . Based on the fact that Tom Ford has an architecture degree and both his parents are realtors, a further opportunity to grow the market is heading into hotel industry. As he believes fashion is a lifestyle and loves trying everything, it will be a great success if he in cooperation with appropriate luxury hotel management company and has directly control on vision and distribution

T hreats: Tom Ford faces an intensely competitive environment in the luxury market. Winner brands of todçž˝have not only a heritage and a story to tell, but are creative, authentic and responsive. T his is a big challenge for Tom Ford as a new brand with high goals and positioning

BRAND STRATEGY FOR TOM FORD HOTEL

MARKET ANALYSIS 1--'uxu八, ,.rravel lndustr.'· Travel and tourism 心 account缸rnure than one-tenth of global GDP (Figure 3), wilti bookings hilling close lo $1.6 trillion in 2017. In particular, the luxury travel market is projected to be the fastest grCJNing segment of the lravel induslry wolfdwide. Luxury lravel is booming, acco「ding lo lhe 1TB World Travel T「ends Report 2017/'2018, high-end lravel accounts for seven pe「 cenl of lhe markel, Glcbal luxury I「ave! markel is expected lo garner $1, 154 billion by 2022, registering a CAGR of 6.4% during the forecast period Whe「eas luxury lravel was on芯蕊socialed with firsl-class I 「ansportalion, five slar accommodation and Michelin starred 「eslau「anls, upscale lou「ism is gradually changing, wilh lravele「s stifling f「om opulence lo exclusive experiences. Changing consune耳妇ceptions and priorities are redefining the ooncepl of luxury in travel. High a中9Ct拙on of diffe「enl cultures and a p叮血alion of experiences over CJNnership of g:: 硃has 「esuHed in travelle「S 茨eking ooepe「 travel experience s Uppe「 middle class, high-nel worth and ultra-high net wo「 th individuals were the main consumers able to afford to go on luxury trips. Hcmever, as the concept of luxury tourism is changing, so does the target audience for such holid羽s.Fo「 instance, millennials a「e 抑ong the wealth谿t gene「ations would also be consioored a target知ographic for luxury tourism

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ET ANALYSIS

Luxury Hotel Industry Luxury travel has given birth to luxury hotels that are characterized by a high-end experience at a premium price. Luxury hotels defined by luxury features such as for furnish bathrooms and swimming pools. Moreover, highest of pr ofess ional and personalized seiv ice, luxury hotels have become the center of revenues earned by the ov eraII hospitality industry. Luxury hotels are usually classified on the basis of Four-Star or Five-Star depending on the facilities provided to customers

The Size of the Market Global Luxury Hotels Market, 2015 - 2021 (USO Billion)

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Source: Zion Research Analysis 2016 According to a new report published by Allied Market Research Wed "The Luxury Hotel Marker (2017), the global Luxury Hotel market size was $171.1 bi llion in 2017. The global luxury hotel market size is expected to reach $232.30 billion by 2025, according to a new report by Grand View Research (2018), Inc., registering a 4.3% CAGR during the forecast period. The market is expected to grow significantďż˝over the forecast period owing to increasing purchasing power of consumers and rising number of international as well as domestic tourists on business or leisure trips

BRAND STRATEGY FOR TOM FORD HOTEL

Potential Growth and Opportunities To compete in the luxury hotel market, companies are focused on providing unique customer experiences by investing in infrastructure and technologically advanced appliances. Building customer relations by extending the highest degree of hospitality is also a key area ot tocus Hospitality will always be about experiences and connecting to people. Even in the face of new technology, evolving customer preferences, and new compeWve threats, hospitality will require a human touch. A personal and an actiit e approach will place hotels on the same footing as the guests they s e111e and the owners they work with

Potential Growth and Opportunities Consumer Mindsets: Consumers have now become accustomed t o the flex伽lity, on-demand options and personalized seiv ices that companies like Amazon have made customary. Hilton is an example of a brand that responded to changing consumer preferences and expectations by creating li「u, a boutique hotel line that provides amenities like creatiil e food options and attract iii e s hared spaces. Hoteliers must strive to stay afloat with changing consumer preferences to create an experience that driil es loyalty, pos iive reviews, social likes, shares and word-of-mouth recommendations. These are what will drive revenue in the next coming years Healthy Consumer Spending: As the economy continues to get stronger and stronger, individuals are also starting to enjoy increased salaries that are enabling them to make healthy spending decisions. The hotel industry is one sector that is benef由ng heavily since it is at the heart of t he growth. According to The Caterer, Consumer spending in the Hotel industry saw close to 5% rise in 2017 even in quarters which proved difficult for other industries Advancement in Technology: Thanks to social platforms, people are now more informed than ever about the places that they want to visit, as well as how they want to get there and where they want to stay. Apart from making it easier for the customer, technology has increased the efficiency of the hotel industry and it has helped great�to improve the customer experience. Quality customer experience is gold and it is what will help t o drive business activity in the hotel industry

BRAND STRATEGY FOR TOM FORD HOTEL

MARKET ANALYSIS Trends that Matters Socialization: Millennials are conscious travelers, having specific preferences about their accom modations. They are interested in luxury travel, choosing hotels that cater to their needs. One of thei 「 significant interests is socialization, including when traveling. Numerous hotels have now lobbies, bars, and other gathering places, p 「oviding their guests with a relaxed and inviting atmo sphere Personalized Journeys: While the accommodation offered within a luxury hotel can be quite surprising, it is not the defining factor for an unforgettable adventure. In fact, more and more travelers are interested in the experiences enjoyed throughout their stay. Personalized joumeys a 「e provided for a wide range of travel destinations, allowing travelers to c「eate memories that they will remember for the rest of their lives. In fact, one can even decide to organize thei「 wedding day Spacious Accommodations: Travelers have grown accustomed to visiting new places as a group, redefining the concept of mulligenerational t「avel. Luxury hotels have adapted to these demands, ensuring more spacious accommodations for their guests. They have unde 「stood that groups t「aveling together 「equi 『e ample living space; fo「 this reason, many hotels now offe「 la「ge suites, as well as villas upon demand Global Appeal: The modern generation is, without any doubt, interested in traveling. We have a lot of transportation means available, finding it easier to get from one place to the other. Nevertheless, we always tend to choose destinations that are close to us. Luxury hotels, to broaden their global appeal, offer customized travel packages to clients from all over the world. These beautiful packag es come at affordable prices, enticing travelers to discove 「 sites from Africa, Asia or the Middle East. Moreover, as global hotels, they can satisfy diverse tastes, without the cultural barrier being so obvious.

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in such a hotel, taking advantage of the unique setting

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BRANO STRATEGY FOR TOM FORD HOTEL

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Advances Technology: Also, new advances in technology continue to alter the relationship between hotels and guests From the check-in process to the keyless system, from the "In Room" D仰ng to the room's entertainment, the Hotel system is implementing new technologies in different ways. Innovations in this sense happen by the minute, the swipe cards system will soon be obsolete and replaced by an app on your smartphone: Hilton hotel is leading the way fo「 keyless entry, the oompany aims to install keyless entry service in 2,500 hotels by the end of the year. In some service industries, the check-in process has already become a real travel expe 『ience. In Hong Kong, The Upper House Hotel features a new check-in system: the combination of technology and service starts with greeting the guest with an iPad and escorting him to his room, thereby conducting the guest check-in that finishes with the room presenta lion. Healthy living: According to Deloitte, 95% of business travelers surveyed believe the hotel industry should be undertaking "green" initiatives. As an effective way to reduce carbon footprint, farm-to-table dining has, unsurprisingly, beoome a key feature of luxury hotels like Soneva that prioritise sustainability. Sustainable luxury was long considered an oxymoron, until recent shifts in the hospitality industry responding to trends in luxury took green travel from niche to necessary

BRAND STRATEGY FOR TOM FORD HOTEL

岫rriot 胧rriott htem汕onal he. is a centuryold hos叫alitygiant and a le ading四什d叩de hospi彷lily company血h over 2,200 operating unbn如L11ited States and 59 other countries and te rritories. Anong仇e key competitors, 岭rriott htem汕onal, Inc. contributed significantly to the o沁rail ma如et re venue in 2017. Sime of the most popular global brands under the怡rriot group are Rit2-Cirlton, JW岭rriott, BJlgari 1-btels & Resorts, The Lu邓 ry Collection, St. Re gis, S..eraton , Westin, Renaissance, Ga�ord 1-btels, Le Mericlien, Delta 1-btels, Spring HII &lites, Court归rd, To 叩e Aace Suites, Fairfield hn & Suites, a nd Four Points Hlton Q'le of the oldest 1-bspitalitysector big players, Hlton 1-btels, and Reso心fro m the IJSAi.n.ill complete a cen仙ry of its successful e:xistence in 2019. It has been registering a phenomenal gro扒th byoperating more than 5,200 hotel properties叩h more than 856,000 rooms in 105 countries on o叩 ership or management or franchise model. 晌晌H:itels Corpo呻on has been ope灿ng some of the finest hotels, resorts and vacation prope巾es since 19571/lJhen it 陨 s incorporated in the USA. Its head office is srtuated in Chicago and rts properties, more than 700 as in December 2017, are si扣ated in over 50 countries of the lllllrld Four Seasons H:itels Ltd. Four Seasons manages 1he ope氓ions of 90 hotels in 36 countries, including 25 of the 181 superstars prope巾es in the Conde心st Tra创er Platinum Orcle. Four Seasons marketing is targeted at仇e lu 灿ry segment of the global marketplace. t estimates 1hat it derives 69%of its business from business travelers and g roups and 31 % from the I eisu re sector如yone could be forgi1en for running out of superlatives to describe Four Seasons Resort Costa凡ca at Peninsula Papagayo follolllJing an injection of豁5 m仙on into呻at is Central知erica's top 于anked resort. Ehangri-La International H:itel岭nage ment Lt d 比ng Kong based Shangri-La is Ii 泥忒 ar lu 劝ry resort hotel chain. Founded by a岭la邪ian, Robert Kuok in 1971, the company has o 泥r 95 hotels and resorts呱h o 泥r 38,000 rooms around the lllllrfd. The和angri-La hotel group has become the lllllrfd's fa过est gro讥ing lu 邓ryhotel as ranked byconsumer interest, the Digi彷l Lu邓 ry G-ou p said in a report relea sed

BRAND STRATEGY FOR TOM FORD HOTEL

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These days, purveyors of luxury can go beyond 叩ning, eating or im蚀,ing the ir fa叩『rte b<and; they can l ve i it No

longer content wrth selling a smaD part of the ifestyle e平戊吃， aninc『easing number of hig杞： nd luxury co叨汪

n ies have decided to open hotels. I t is比山U圃1gincreasingly conmoo fo 『fashiondesi gners to lend 仇臼r names and talents to the le由'『 ein如stry,p矶icularly in the hosp itality sector

Luxury hotels,as 釭bstantialex iste心olce沺n es铀lished luxury brands,falinto the iuxury as a b<and" category, 的i ch is about indivi如alscons叩ing luxury products and services ti.氓ir, they a『e pe心ived as a symbol of luxury and the best qual ity(Danziger, 2005). The same cimension applies to the笋neraf luxury industry, whe飞吭 have

spotted various p,oducts ike clo加ng,je如士yand ca戊 and luxury b<ands l ike Gucci, &,lgari , and Rolls Royce (Becker, 2009). The u心ueelement 比 that everything in te叩 of design is steeped in the her佃笋ol仇efashion ，

恼mony ofd蕊ign , the elegance and the 玩renity心e sense of心ce i .

The Palazzo Ve,sace Queensland 畔 the world's first fashi on七randed hotel, opening in沁stra缸n2000 . Desi gn邱

luding 尥rl Lagerfekf, Chr�tian Dior, and压ne 叩 Furstenbe 『g a叶业沺ed by creat ing suitesfor o仇吐o叫 brands. 吓：

The 叩rld's leading fashioncompan吧ssoon 迳W 叩沁rtunityin仇e hotel in妇叮沁m和i has a hotel in Milan, 吐 ile Ferra泸m咋Lungamo凶ectionOV111S the Portrait Fi renze, a沁uite ho4el i, Flo,ence. Tommy Hilfiger bought the

邸eighHotelinMiami Beach and LVMH-<邓ne, ofbrands such as Louis Vuitton and Christi an Dia,-has hotels in the Maldi啦and West Indies. Versace,Baccarat and M啦on i al boast hot呤under the心ands. ost of labor and main 阮ance, 仇e心氐notable to achi盯e its 郘'"'血钰 ofscal e

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locat ions arocw,d the 叩占， woh6 P<叩却环 in Mlan, Bal�London, Be伽g, Dubai , and Shang佃．

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This I tal ian luxury brand has become 『如叨ned not just虹心desi!,le, 吹如g,加 t also虹ilssup『emely stylish

闷呤 .ltha stwop« 冲出ies, one in Dubai and one i, Milan.And ij this doesn't soLr1d luxurious enough, 加Dubai ve『 sion a知h叩pe芯 to be i n the tallest加 lding i, the worl d -仇e Butj Khalifa.

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The Gold Co 却四s thehome of the first I叩ry fashion branded hotel in 2000: Palazzo Versace.The dist i nctive vi<ion of Gianni Versace, the la te d€ 迎llel of仇e Italian fashion po酕呻ouse, permeat云加oughou1the沁straian pr叩Thewa岫ont setting is as 仑pert

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BRAND STRATEGY FOR TOM FORD HOTEL

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TomFo『d Hotel has two kinds of competito『s, including fashion designe『 branded hotels and traditional luxury hotels. Liste Shangri-La, The Ritz-Carlton, Four Seasons:

While numerous fashion houses and luxury brands have attempted the allu 『ing transition into the ultimate lifestyle stage its own way equates perfectly with the spi『it of Annani's clothes. The hotel even goes so fa『 as to assign each guest its ve

chain during a worldwide 『ecession may seem like 『isky business, especially as 『ooms don't come cheap: double 『oom 『a1 『ates

have been high enough. Acco『ding to the hotelie『 s. Bulga『i London says it has been fully booked most nights since

and existing long time on the current ma『ket appa『ently have t『emendous competitive advantages. Such as Shang 『i-La, T

brands they choose to use, especially hotels. Once custome『s have made a decision about a brand and its associations, 1

those with better features o『 lower p『ices (Assael, 1991). The R忆-Carlton Hotels widely 『ecognized for p『oviding t『uly extr a level of personalized service. While Hong Kong based Shangri-la Hotel offe『s a legendary and comfortable stay in spaci incorporated effective communication st 『ategies within its system. Due to high cost of labor and maintenance, the hotel is

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id below (Figu『e 9) a 『e five of the competito『s fo 『 TomFo『d Hotel based on its brand positioning: Bulgari Hotel, Annani Hotel,

hospitality, it would appear that despite initial hiccups, Bulgari Hotels have emerged on top. Annani Hotels offer something that in

ry own "lifestyle manager," a position that is best described as an A『 mani-clad pe 『sonal concierge. Opening a high-end luxury hotel

tes at Ann ani are upwards of $600 a night, while the Bulga 『i London cha『ges $1200 for a double room. However, the occupancy

)pening, while Ann ani has quoted its levels as "healthy."(CNN, 2012) 0 n the other hand, the luxury hotels that have rich he『itages he Ritz-Carlton, Fou『 Seasons.Customer loyalty still lives on with millions of consumers who enjoy developing relationships with the

:hey a 『e often loyal to that brand, continue to buy it in the future, recommend it to friends, and choose the product over others, even

aordinary customer service to people. Highly trained spa technicians listen to customers'specific requests and concerns to p 『ovide

ous rooms that are stylishly decorated with the beautiful view. Same asFour Seasons is a five sta 「 luxury hotel, however, it has not not able to achieve its economies of scale.

BRAND STRATEGY FOR TOM FORD HOTEL

MARKET ANALYSIS Key Success Factors in Luxury Hotel Industry Custome「 Experience: In hospitality, the guest experience is eve 「 ything . It is both the p 「oduct and the service, and the quality of the guest experience affects everything from 「eputation and loyalty to 「evenue and retention. Yet, acco「ding to 62% of global 「espondents surveyed, the quality of the guest experience at their p「ope 「ties would be significantly imp 「oved by enhanced In-「oom and on-p「ope「ty guest services. Including befo「e, during and afte「 thei「stay Custome 「 Loyalty: A successful hotel should be able to meet the hotel guests'expectancy of service to maintain custome「loyalty. B「and loyalty is one of the most impo「tant competitive survival tools because loyal custome「s p 「ovide 「epeat business, highe「ma「ket shares and P「ofits, 「efe 「「als, and competitive advantage. Loyal custome「s a「e a continuous sou「ce of income Branding: Hotels a「e a g「eat way to showcase the design identity of a b 「and, and to p「oject a lifestyle that goes beyond products. Bulgari Hotels mimics the exclusivity of its design brand by lim巾ng its 「oom count. It 「eminds guests of its history by showcasing a mix of contemporary and classic Italian a「chitectu「e, and by using vintage Bulgari designs to inspire some of the textiles and furnishings. Guests receive a more direct 「eminde 「 of the brand们side the1「「ooms, which each ca 「ry a Bulga「 i catalog. A fashion b「anded hotel should find its own way to make an impact Technology: The majoritl; of guests today a 「e self-sufficient, tech-sawy travelers who a「e comfo「table using apps o「 mobile websites. Hotels need to make su「 e thei「 offerings are up-to-date and user-friendly. At business meetings and confe「 ences, t「avelers expect hotels and confe 「 ence cente「s to have high quality tech equipment and a knowledgeable support staff. It is these aspects of choosing the 「 ight mix of technology and integ「ating them 1n a

BRAND STRATEGY FOR TOM FORD HOTEL

Technology: The majority of guests today a 「e self-sufficient, tech-savvy travele 「s who are comfo 「table using apps or mobile websites. Hotels need to make su「e thei 「 offerings a「e up-to-date and user-friendly. At business meetings and confe 「ences, t 「avele 「s expect hotels and confe 「ence centers to have high quality tech equipment and a knowledgeable suppo 什 staff. It is these aspects of choosing the right mix of technology and integ 「ating them 1n a customized manner, which can give hotelie 「s the competitive advantage. An important aspect to best use the Technology seNice to guest's needs is collecting personal data, all this data can help hotel operato 「s to deliver a personal touch fo 「 every guest, with means a significant shift from "full SeNice" to "my SeNice". Anothe「 a 「ea whe 「e technology is affecting guest experience 1s with In-Room entertainment and client's interaction Cost Control: Managing costs is a critical factor in a hotel's success. Most hotels vary their rates acco 「ding to high and low seasons. Additionally, the establishment of a loyalty program enables hotels to lowe 「 rates for repeat guests while charging different rates fo 「 others. One of the ways hotels plan is through 「eservations programs that fo 「ecast demand beyond 90 days Michael J. O'Fallon, author of "Hotel Management and Ope 「ations," explains how computer prog「ams also enable managers to identify the custome 「s most willing to spend money and on which items. F「om this knowledge, the manage 「 can adve 「tise di 「ectly to the pe 「son befo 「e a「rival by offering packages, upg 「ades and othe 「 incentives. Successful hotels also balance the cost of worke 「s'wages, food and beve 「ages, and elect「icity and maintenance with p 「ofits deriving f「om booked rooms, amenities, gift shops and food and beve 「ages

BRAND STRATEGY FOR TOM FORD HOTEL

CONSUMER INFORMA Psychographic Information Tom Ford Hotel target customers like to live in urban area. T hey are affluent consumers, including the exclusivity seekers, and the indulgent travelers. Customers who are into go shopping and to dinning restaurants seeking a better work-like balance. They enjoy high-qual卜 ty and personalized vacations, exploration and finding new experiences to committed to positive social impact

Psychographic Information Tom Ford Hotel target customers like to live in urban area. They are affluent consumers, including the exclusivity seekers, and the indulgent travelers. Customers who are into go shopping and to dinning 氏stau『ants seeking a better work-like balance. They enjoy high-qual卜 ty and pe「sonalized vacations, exploration and finding new experiences to committed to positive social impact

Behavior Information Customers have habits in using social media platforms like lnstagram, Twitter. They are sophisticated and feel confident about themselves. Their works may require extensive global travel, it have fueled the demand for luxury stays, with an increased trend for various luxury services such as spa and others.

BRANO STRATEGY FOR TOM FORD HOTEL

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CONSUMER INFORMA l.,,, f;R f�o,n Moreover, there's a customer group cant be taken lightly.

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According to the 『esearch, that same-sex (male) couples have an ave 『age household income of $176,000, roughly $63,000 more than opposite-sex couples. There is much data showing that LGBTQ consumers love to travel and do plenty of it They spend power is more than $5 trillion globally, according to LGBT Capital. in a recent Grindr audience trc11el survey that 61 percent of gay millennials said when choosing a destination, its reputation as gay-friendly was somewhat or very important TF has been a vocal advocate for LGBT visibility and participation in fashion.

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CONSUMER INFORM; PERSONA PROl 叮 LE

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LISA\\ ARDOLF

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lives in London.

Outdoors life, making the time of work and play balanced. She is financially free, with the income at money machine level

loves explore 1 uxur1ous experience and enjoy opulent lifestyle.

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BRAND STRATEGY FOR TOM FORD HOTEL

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PERSONAL PREFERENCES

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28 year-old Chinese businessman in New York. a busy bee with high-flyer income that most of his time contributes to work, which requires constantly business travel a social media influencers.

financially secure, but he were willing to pay more for fine restaurants and spending nights in delicate hotels.

luxury explorer,

with highly knowledgeable across multiple product categories. a bold superstar lifestyle a gay community.

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BRAND STRATEGY FOR TOM FORD HOTEL

PRIMARY RESEARC 日 KEY FINDINGS When they think of Tom Ford, they think of expensive, high-end, fine quality. One of the participants Jun Shi shared that she often travels for wo 「k, and she once stay a night in Bulgari Hotel while its just open in Shanghai this year. She added that her decision of choosing Bulgari Hotel was because of the booming of social media advertising and the high end luxury artistic 蜘

vision makes her wonde「 The most thing impressed he 「 is a la「ge terrace outside the bar. She said she never seen the night of Shanghai from such a perspective, the fascinating landscapes on both sides of the Su River and the Pujiang River. It is all contributes the outstanding location of Bulgari Hotel Overall, the six participants had hea「d of fashion b「anded hotel, but it was not top of mind, since it is relatively n邸, ty pe of hotel compares to the traditional luxury hotel brand like JW Marriott, Hilton. All of the participants initially considered fashion branded luxury hotel out of reach, since it has relatively few locations Then all of them would like to consider if the 「e is a chance. After all, key a如butes like design, authenticity, experience, technology and perceived value are impe「ative for attracting the digitally savvy and demanding Millennial t「avelle「 Andy Liu expects that the perfect connection of branded content in hotel which will gener ate brand awareness and most importantly attracts Millennials to appreciate the artistic value While Jun Shi still think a top hit spot o「 view would be the most attractive point. Howeve「, as a business traveler, she thinks it is also extremely impo「tant the transportation is taken care of, so as working area and conference room. What's more, she feels so busy in daily life, when she back to hotel, all she wants is to loose her shoulder getting a relaxing spa and a g 「eat break

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fast. Other than the previous Tom Fo 「d employee Allen Q. that was one of the participants, the other five participants all think they would look forward to see Tom Ford stretch in Hotel industry

BRAND STRATEGY FOR TOM FORD HOTEL

term. He points out but in a long term, Tom Ford hotel would be a 「eally good idea to consider It was agreed that luxury hotel guests believe they deserve the best experience to show it on social media when they choose a fashion hotel, otherwise they would rathe 「 choose traditional luxury hotel compares to the high price. Samantha from New York says she often spotted new boutique hotel on social media, Millennials are actively engaging by branded content through social netwo 「ks which influenced their booking decisions. Social media are places for b 「ands to reach new consumers and especially Millennials In conclusion, the main objective of the research was to get the insights of engagement between luxury branded hotel and Millennials regarding awareness, engagement and purchas ing decision process. To summarize, hotel give the opportunity to brands to tell stories, create a lifestyle and attract more customers. In terms of what consumer expect, Millennials would mo 「e consider the artistic interior design, unique experience, h仆view and location. To create closeness and preference, brands must use content which is meaningful fo「 their targets. Tom Ford Hotel should try to find ways to help Millennials use "prestige moments" to amp thei 「 social currency. For members of the selfie generation, the ability to capture "in the moment" prestige experiences and share them with their social network is extremely impo「tant. Social media give brands the ability to interact with Millennials and to build a strong relationship with them. To reach young targets such as M甫ennials, it is necessary to engage them on social media. Also, hotel operato「s should conside「 shifting their focus from traditional pampering to a more innova tive and pe「sonalized services in an effort to hamess a powerful generation of consume「s with unique needs.

BRAND STRATEGY FOR TOM FORD HOTEL

SECONDARY RESEAF KEY FINDINGS Luxury Travel Modem luxury travel is driving discretionary spending: Travel is now the leading luxury category for indulgence, with more U.S. travelers indicating that they are likely to splurge on travel than dining out, food and wine at home, apparel and accessories, and jewelry. Millennials skew especially high for prioritizing luxury travel compared to older generations Luxury is increasingly about the experiences being offered: Luxury travel is shifting from being traditionally defined by "quality of product" to "quality of experiences." Millennials want prestige moments: T his younger generation puts a particular priority on unique moments and experiences to share with their social networks. For many, travel plays a key role in building one's personal brand, offering travel providers the opportunity to engage with these travelers in a myriad of ways

Luxury Hotel Brand recognition: The brand recognition remains a significant factor in luxury hotel booking decisions, especially among millennials and elite luxury travelers with the highest per person spend, meaning that brands outside of the tradç&#x201D;ąonal luxury space may have to work harder to enter the market. Convenience combined with exclusivity are essential: Today's luxury customers have come to expect convenience in all aspects of their lives, as new technologies drive the rise of seamless, customer-centric experiences. However, convenience doesn't mean exclusivity is sacrificed. Luxury travelers are still looking for rare , life-affirming experiences that distinguish them from others. Eau de hotel: The latest trend in luxury hotel design is to appeal to all five of a guest's senses, offering what may be described as a "sensory stay." From infusing the lobby with a light fragrance to playing a customized soundtrack that changes throughout the day, the goal is to

BRAND STRATEGY FOR TOM FORD HOTEL

tCH create a memorable experience that the guests can smell, hear and feel - not just bombard them with visual stimulation. Some of the hotel chains that have created signature scents are Westin Hotels and Resorts, whose white tea aroma spawned a line of retail products and appeared in fragrance strips as part of an advertising campaign; Omni Hotels, which infuses its lobb杞s with a lemongrass and green tea scent; and the Morgans Hotel Group, owner of bou tique hotels, like the Royalton in New York City, each with a unique fragrance.

Fashion B『anded Hotel Build the designer's own hotel brand: Chanel's head designer also designed the pool at the Hotel Metropole in Monte Ca什o, consulted on the Sofitel So Singapore and designed some of the suites at Paris's Hotel de Crillon (Eisen, 2016). Tom Ford as an architecture master degree background, he already designed some of his retailer store and private apartment. Expanding his brand into the hospitality sector reflects his greater vision to broaden Tom Ford's compre hensive lifestyle experience Special destination: Following the Macau debut next year, the Ka什Lagerfeld six-star hotel in Macau is expected to open in "gateway markets and resort destinations wo什dwide." So is the Palazzo Versace which has luxury properties in Australia and in Dubai. As of last year, Enshaa, the master developer behind the Palazzo Versace resort in Dubai Creek, was exploring sites in Europe and Asia to develop more Versace-branded development. Meanwhile, the Armani Hotel Dubai is located in Burj Khalifa, the wo什d's tallest building, while the Milan hotel is located in a former private palazzo (Eisen, 2016). T herefore, exploring a special location is not only about expecting a high level of luxury service, but also in an environment that reflects the Tom Ford spirit Promote and sell their own brand of products: Gussing Burgess has stayed in Bulgari Resort Bali and says that although the hotel and services are similar to other luxury boutique hotels, its "modern, sleek, and elegant" design reflect the Bulgari brand, and Bulgari products are avail able for sale. (Moxley, 2017) With the bestselling product lines beauty and fragrance of Tom Ford, suits store could also included in hotel.

BRAND STRATEGY FOR TOM FORD HOTEL

BRAND STRAYEGY

Project Mission

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STRATEGIC INITIATIVES This strategy intends to increase and improve market share in the next ten years. It also will benefit promoting the brand value, and doing so will diversify the product categories and create a new business model. In order to close the performance gap to achieve these goals, there will be a transfer mation of the organization, so does the delivery system should be taken to a new height. Hotels have become big business for luxury brands. The plan to break into the hotel industry can be achieved by partnering with a larger hotel chain. The hotel has authority with the name of a luxury brand, and receives support from the brand for art, design, and concept. The hotel management company is responsible for the operation and the real estate devel oper provides the hotel's property, sharing mutual benefits of the core competitiveness and core resources of both parties. The hotel can showcase the interior design vision that in its own way equates perfectly with the spirit of Tom Ford products: delicate, exclusivisive, and

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modern glamo「 ous aesthetics, all in perfect harmony. Tom Ford Hotel offers innovative services to truly sell a lifestyle, with identifying a proper location to attract more target customers.

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Politics London has a political stable environment, which attracts the large amount of travelers to travel in the capital of the country. Tax reliefs are given to the investors on their capital gains, which provide relaxation to the investors to a great extenl As the governance indicators illustrate, the UK is one of the most successful na廿ons in terms of the application of rule of law, control of corruption, government effectiveness and regulatory quality

Economic London, the UK's financial capital, hosts a la「ge number of business elites from all over the world every year. The GDP of London is very sound, The demands of the investors are fulfilled by providing them adequate returns.

Society The cultural factors of London is concerned with the arts, music and historical beauty, which plays a crucial role in attracting the investors

Technology London is engaged in the technological developments in a frequent manner. Innovative technolo gies are adopted by the organizations to satisfy the potential users or customers and thereby raising its ma欢et sha 「e. The technology advancements help in ga皿ng better profits and it provides easy accessible facilities to the users.

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Sales Protential London's luxury hotels are amongst the most prestigious in the world and are the darlings of the hotel investmen

Frank UK hotel& leisure p「operty report (2018), the hotel supply growth in 2017 is 3.1%, while the occupancy rate in L,

resilient although there are a large number of new hotel openings, even during the economic downturn luxury hotels m

performance is expected to be bolstered by continued strong growth in tourism, with the weak pound continuing to ma'

period to August 2017, an increase of 8% on the previous year, combined with 10% growth in spend of£16.4 b曲on. I/\

potential for the UK hotel market in the year ahead (Knight Frank, 2018). Most importantly, as London is where Tom Fe top-performing luxury hotels

Pa『k Lane areas has a long-standing traditional and reputation for luxury retail, residences and top-end hotels. Due to

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Forlhe e丸erior desi gn, the e ntire archaecture shoul d be culling e dge to sho 扒贮ase the modernism o!Tom Ford. Tom Ford hotel in London inspired bythe Tom Ford f lag shi p 啪代 in r.lami, 则hich referenced pattems and shapes t 沪icalon the .Art D e c o p- eriod archaecture in as design for bu i ld

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Broad personal services offering Business travelers'time is tight and precious, and their only lime to relax always will be in the 9uest room. Ifs necessary to provide a delicious and nutritious br翎klast, a g心d 中p of coffee, and a stress-relieving lounge面: More inside the room, the sort slippers, comfort迦忱北以怡s, fi硒uality tolletries, help the guests adjust and relax themse阮es. If there is a particular se响to offer, it must be a SPA 豁ivice. By offering the ftexibillty of one off specialist treatments uniquely切ilored to the needs of the Individual. Besides the的nology, the personalized service of a butler who will be delighted to assist g氓迩when you need one. All tf butt郖 will receive professional training to make customers feel 睬ex咄函ve a加贷ph�re of hospitality servioes.

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The majority of'gti飞sts today are self-sufficient, tech-savvy travelers who 邱 comfortable using apps or 叩bile

websites. Tom Ford hotels app in mo钏e device that empower guesls to browse inven!Oly, book

amenities, complete 您的ations and purchase a variety of services via mobile devices to drive engagemerit and increase revenue-ge爬 ratl冈opportuniti 蕊， Other mobile Innovations include mobile keys, check-in kiosks and mobife..enabled property management systems, allowing hotel employees to interact ml')re with gu蕊彷. ThelnOSt顷eful恸nology 哟Ice to guest's needs is ool的ng personal data, all this cdata也n help hotel operators to deliver a pecsonal tooch for 创ery guest . withmeans a 妇 significant shift from 扣II service'to·my Service".

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Advertising Shooting Social Media Channel

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KETINGPLAN PRl.:-L \L \Cl I Make advertising shootings on the models in the few corner of hotel.

Start promoting six months befo 「e the hotel opens, posting adversiting shoots and videos on social media through lnstagrar Slowly revealing what the hotel look like in order to catch the curiosity of publics

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MARKETING PLAN LAUNCH When心血forTomFo『d Hotel opening w•mooy, Tom压d w ill also launch the spec ial garment coll 氐

tion'Tom Ford fo汀omFo,dl Hotel'. It wills加叽蕊e horn thehalway of the gu钰troom; all the way to the lobby and has irwrted VIP m细屁rs in thehou的 The design of the collection is i芯pi red by the concept ol 叩 Ford Hote�and co心脰扎he fee ings of the hotel extrao『dinaryint巴叮and exterior design of theJ; l

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,�i� After the hotel opened, Tom Ford should continue lo increase the hotel publicity, such as constant night club party events with celebrities. such as continuous吓hotel party events (Figure 25) with celebrities. The magnificent Ballroom ofTom Ford Hotel provides the perfect setting for exclusive events, from fashion shows and exhib仆ions, to film's press conference. The in-hotel party events holding on the special dates on the calendar, such as Valentine's Day, Christmas, and New Year's Eve. This promotion could boost the sales of the hotel and let consumers know what makes Tom Ford hotel unique when they are considering hosting their event at the hotel.

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Also, lhe hotel provides advanced booking gifts during the firs! half year of opening.The Tom Ford Hotel London gift is beautifully packaged, it allows the guests to give to others or keep it themselves The gift is an impression that is guarante忒to delight and be remembered forever Brand loyalty is one of the most important competitive survival tools because loyal customers provide 「epeat business,

highe 「 ma欢et shares and profits., and competitive advantage. Loyal customers are a

continuous source of income. The If hotel credits exchange, through the awading system, the enough er的its in tf hotel could exchange for a premium gifts or even a free service experience like spa This is to establish a guest loyalty program to boost Tom Ford Hotel's repeat business

BRAND STRATEGY FOR TOM FORD HOTEL

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Bulgari hotel is the biggest competitor of Tom Ford Hotel, with 85 rooms and ten floors in London. Based P「ice 「ange of Bulgari Hotel in London is from 1,200 USO to 11,135 USO (930 to 8,500 GBP) (www.bulga tels com/zh_CN/london). Apart from that, the price of other competitors such as Armani Hotel in Milan is 1 USO to 5,895 USO (460 GBP to 4,500 GBP) (www.armanihotelmilano com) with 95 guestrooms (45 squ,

to 200 square meters), and Shangri-La in London is from 820 USO to 13,100 USO (625 GBP to 10,000 ( (http:l/www.shangri-la.com/en/london/shangrila/) with 202 rooms and 18 floors. Therefore, the price ofTo hotel in London is set from 1,380 USO to 14,220 USO (1,050 GBP to 10,855 GBP) , as its most exclusi cious units, exquisite inte 「ior design, high-tech amenities and wo「Id-class seNices The price of Tom Fo兀I hotel in London is from 1,350-14,200 USO

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BRAND STRATEGY FOR TOM FORD HOTEL

CONCLUSION Tom Ford is today one of the world's leading fashion companies. It designs, manufac tures, distributes and retails fashion, showing Tom Fo「 d's lifestyle value Aiming at comb 皿ng the brand's aesthetic and spi「it with professional hotel management - Marriott, this project creates brand st 「ategies for the hotel with world's fi「st-class service, immaculate design and incomparable luxury. Located in major city - London, having signa ture exterior and interior hotel design, exclusive luxury offering, and with the attractive marketing promotion on social media and in-hotel, Tom Ford Hotel will generate the hot topics on both fashion and hospitality industries. More importantly, to keep developing a steady flow of repeat business, the awarding system will add value in the customer loyalty for Tom Ford Hotel. By creating a Tom Ford Hotel, the brand will diversify the product cate gories and create a new business model, which contributes to inc 「ease the revenue and enrich the b 「and value

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Appendix INTERVIEW Interview 1 (Andy Liu): Q: If I say Tom Fo 「d, what's the first thing comes to your mind? A: High-end and fine quality. Q: Do you think luxury fashion brand hotel is a good idea? A: Only if that fashion hotel has its own unique features, not just a brand name Q: Have you ever been in luxury fashion b 「anded hotel? A: No. But if there's a chance, I'll definitely take a look. Q: What do you expect? A: I would expect if there is a good interior design in order to taking picture. Like, you know, a magnificent chandelier or a unique style of stairway Q: Compares to other luxury hotels, what do you think the advantages of luxury fashion brand hotel? A: Brand awareness and value. Q: Do you see Tom Ford would stretch in hotel industry in the future? A: It could be! Q: What would it be like? A: I start to think that the entire image likes everything in 007 movies; the coolest suit and tie staff ers. Q: If there is a Tom Ford hotel, would you consider to stay? A: I would consider staying a night even by myself. I like the unisex brand image, not like Bulgari hotel, Bulgari is more like for females. Q: If there is a Tom Ford hotel, what do you think is the major competitor? A: Bulgari hotel it is. Q: How would you book a hotel to stay? A: from apps, like Expedia. Q: Have you ever discovered a hotel to stay thanks to social media?

BRAND STRATEGY FOR TOM FORD HOTEL

A: Yes, I have. I always spotted a interesting new hotel on social media, and I like to expe rience

Interview 2 (Samantha Grace): Q: If I say Tom Ford, what's the first thing comes to your mind? A: Sexy stylish luxury brand Q: Do you think luxury fashion brand hotel is a good idea? A: Yes, sure it is. Q: Have you ever been in luxury fashion brand hotel?

A: Well, unfortunately I haven't. They don't have many locations, right? Q: What do you expect? A: Definitely the artistic vision.

Q: Compares to other luxury hotels, what do you think the advantages of luxury fashion brand hotel?

A: The rich fashion atmosphe 「e

Q: Do you see Tom Fo「d would stretch in hotel industry in the future? A: Yes, I think仆's a g「eat idea. Young people would love to buy that and share in insta gram.

Q: What would it be like? A: There will be more fashionable, the iconic LOGO everywhere. I start to imagine smelling the scents of Tom Ford frag「ance inside the hotel.

Q: If there is a Tom Ford hotel, would you consider to stay? A: Totally.

Q: If the 「e is a Tom Ford hotel, what do you think is the major competitor?

A: Other luxury fashion hotels, like Bulgari. So as some boutique luxury hotels. Q: How would you book a hotel to stay? A: From the website.

BRAND STRATEGY FOR TOM FORD HOTEL

Appendix INTERVIEW Q: Have you ever discovered a hotel to stay thanks to social media? A: Always, I always keep up with the latest fashion news on social media. I Interview 3 (Jialong Xia):

Q: If I say Tom Ford, what's the first thing comes to your mind? A: Expensive. Q: Do you think luxury fashion brand hotel is a good idea?

A: Yes, I agree. Q: Have you ever been in luxury fashion brand hotel?

A: Never, well, luxury fashion brand hotels are normally higher than average luxury hotels price

But once the pricing was within my budget and surprisingly affordable, I'd like to add the experi ence to a personal bucket list as a you-only-live-once (YOLO) opportunity Q: What do you expect?

A: Something different that only fashion branded hotel could have it. You know, like exhibitions on the hotel lobbies and halls. Q: Compares to other luxury hotels, what do you think the advantages of luxury fashion brand

hotel? A: the fashion value.

Q: Do you see Tom Fo「d would stretch in hotel industry in the futu 「e?

A: I'm not sure. Q: why?

A: T here are intensive competito「s, you know. Managing a whole new industry is hard, I don't know if it will still work in a long term. Q: If there is a Tom Ford hotel, would you consider to stay?

A: Well, can't afford it.

Q: If there is a Tom Ford hotel, what do you think is the major competitor? A: I would say all of the luxury hotels that already exist, like W hotel, Westin, etc. Since they are

BRAND STRATEGY FOR TOM FORD HOTEL

already doing well in this luxury market for a long time Q: How would you book a hotel to stay? A: Look up online. Q: Have you ever discovered a hotel to stay thanks to social media? A: Yes, the Filter Condition works perfect for me to discover. Interview 4 (Allen Q.): Q: If I say Tom Fo ă&#x20AC;&#x152;d, what's the first thing comes to your mind? A: Modern glamour and c ă&#x20AC;&#x152;afted with the ultimate in quality and luxury. Q: Do you think luxury fashion brand hotel is a good idea? A: It depends. Q: Have you ever been in luxury fashion brand hotel? A: No, I have not. Q: Then what do you expect? A: The design, the authenticity, the experience, the technology, and also if the hotel is well connected to the brand. Q: Compares to other luxury hotels, what do you think the advantages of luxury fashion brand hotel? A: Brand attraction, celebrity attraction. But luxury fashion brand hotel should also think about what could keep the consumers. Q: Do you see Tom Ford would stretch in hotel industry in the future? A: Well, I think the brand would focus on relatively more engaged field in a short term. But in a long run, Tom Ford hotel would be a really good idea to consider Q: why? A: I know Tom Ford the designer would more think about the lifestyle brand. Stretch in hotel industry would contribute to the brand value. Q: If there is a Tom Ford hotel, would you consider to stay? A: Yes, I would go there. I love Tom Ford.

BRAND STRATEGY FOR TOM FORD HOTEL

Appendix INTERVIEW Q: If there is a Tom Ford hotel, what do you think is the major competitor? A: I would say Bulgari hotel. Q: How would you book a hotel to stay?

A: Basically, I would stick to the familiar brands. But sometimes I would search online. Q: Have you ever discovered a hotel to stay thanks to social media? A: Yes, I have. Interview 5 (Jun Shi):

Q: If I say Tom Ford, what's the first thing comes to your mind? A: Popular Lipsticks. Q: Do you think luxury fashion brand hotel is a good idea?

A: Yes, it is. Q: Have you ever been in luxury fashion brand hotel? A: I just have been in Bulga「i hotel in Shanghai

Q: Do you like it? A: Yes, I like it. It's a lovely experience for me. I must say Bulgari hotel is very good at choose the

right location and supply a perfect view of night Shanghai. There's a large terrace outside the bar,

you could really see the Pujiang river, the Bund, and the Oriental Pearl Tower. I bag lots of guests coming for that. So as the suits inside, you could also see the view through wide windows Q: Compares to other luxury hotels, what do you think the advantages of luxury fashion b「and

hotel? A: The brand effect.

Q: Do you see Tom Fo 「d would s甘etch in hotel industry in the future?

A: Yes, I think with Bulgari hotel make such a success, there will be more and more luxury fashion brands considering to open a hotel. Q: What would be like?

A: Actually I prefe「 the service and cutting-edge technology.

BRAND STRATEGY FOR TOM FORD HOTEL

Q: If there is a Tom Ford hotel, would you consider to stay? A: I sure would. Tom Ford the brand gives me good impression of quality and luxury. I

believe it will provide attractive service and outstanding experience. Q: If there is a Tom Ford hotel, what do you think is the major competitor? A: Bulgari is the one, so does the JW Marriott, Hilton, etc

Q: How would you book a hotel to stay? A: Basically it depends on my company, I could get covered by them if it's for business

trips. Q: Have you ever discovered a hotel to stay thanks to social media? A: Yes, like Bulgari hotel is due to the booming on social media.

Interview 6 (Fiona Lee): Q: If I say Tom Ford, what's the first thing comes to your mind? A: a master of fashion and business.

Q: Do you think luxury fashion brand hotel is a good idea? A: Yes, Hotels are a great way to show the design identity of a brand, and to project a

lifestyle that goes beyond products, Q: Have you ever been in luxury fashion brand hotel? A: No, but I'd like to.

Q: What do you expect? A: I think the hotel should receive a more direct reminder of the brand inside their rooms. It

should remind guests of its history, like a mix of contemporary and classic architecture, using brand designs to inspire some of the textiles and furnishings Q: Compares to other luxury hotels, what do you think the advantages of luxury fashion brand hotel? A: T he fashion brand name is evocative of uncompromising luxury, it will definitively shapÂ

ing the customers'choice. Q: Do you see Tom Ford would stretch in hotel industry in the future?

BRAND STRATEGY FOR TOM FORD HOTEL

Appendix INTERVIEW Q: Do you see Tom Ford would stretch in hotel industry in the future?

A: Yes, I could totally see that. Since Tom Ford is interesting in everything, even filming the movies I think he definitely would stretch in other fields like restaurant or hotel. Q: What would it be like?

A: Personalized service, hip exteriors, and delicate furnishings. Q: If there is a Tom Ford hotel, would you consider to stay? A: It's hard to say. Maybe it's not the top choice. If I only have enough money I would prefer other luxury brand like Bulgari. Q: If the 「e is a Tom Ford hotel, what do you think is the major competitor? A: Bulgari, Armani. I know their hotel performances are so great in the market Q: How would you book a hotel to stay? A: from the travel agent website or apps.

Q: Have you ever discovered a hotel to stay thanks to social media? A: Sure. Whatever it suits for me. This research was conducted using qualitative methods. Qualitative resea「ch is an unstructured

exploratory research method which uses small samples that provides insights and understanding of the p 「oblem setting, and discover consumers feelings and attitudes. This research was conducted with six (6) Millennials who have a passion fo 「 luxury. The participants were asked questions

th 「ough telephone interview in order to underlying insights, attitudes and feeling about opening the Tom Ford hotel. Interviewee Demographic Information

This research focused on this particular range of Millennials (consumers aged 18-34). Millennials are inc 「easingly the drivers of demand for luxury travel, according to the L.E.K. 2017 Luxury Travel

Study, they are changing the way olde「 travelers buy luxury travel as well. The Millennial traveller already accounts for mo 「e than one third of the wo 「Id's hotel guests, with p 「edictions that this will reach more than 50% by 2020. So hear from Millennials' insights will be extremely important

BRAND STRATEGY FOR TOM FORD HOTEL

T he participants are people who love to consume luxury o 「 relate to luxury fields. Also, it is useful to interview a professional in hotel industry. Mo 「eove 「, hearing from the market through custome「s and travelers is rather more important, since these are potential consumers of Tom Ford Hotel. interviewee: Andy Liu He is a 26 year-old single man. Graduated from Boston University, currently as a freelance in New York, he has plenty of time to enjoy and discover himself and have the luxurious experience of life in New Yo 「k. He really appreciates the value of luxury brands and loves to go to fancy places with sharing in instagram. It is useful hearing from him since he currently has over five thousands insta gram followers following his rich life. Samantha Grace She is a 24 single lady, as a Columbia University graduate student. She loves to travel around the world, and enjoy a luxurious lifestyle. With amount of experience living in luxury hotels all over the world, hearing from her is rather important. JialongXia He is a 24 single Man in Vancouver, Canada. Graduated from UBC with majo门n Hospitality Man agement, he currently works in Best Western Inn in Vancouver. It will gain lots of insights by inter viewing with him, a professional in hospitality industry Allen Q. He is a 23 single man, with the experience as a previous Tom Ford sales manager in Tom Ford suits store in Vancouver, Canada. Since Tom Ford is an existing luxury brand, the best choice is to get the first-hand opinion from the members of the brand. Shi Jun She is a 29 married woman. As a early millennial, she already has a stable income career as a public relationship agent in Beijing, China. However, her work constantly requires traveling, so that her experience in hotel could also be the important information. Fiona Lee She is a 22 single lady, working at Dior sales and marketing department in Beijing, China. With the rich knowledge of luxury brands, she considered herself as a luxury native

BRAND STRATEGY FOR TOM FORD HOTEL

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Deloitte, (2008). Executive Report- Hotel Fashionista. https://www.hotelnewsresource.com/pdf/ExecRe� Jan08Hote1Fashionista.pdf Deloitte, (2018) 2018 travel and hospitality industry outlook. https://www2.deloitte.com/content/dam/Delo te/us/Documents/consumer-business/us-cb-2018-travel-hospitality-industry-outlook.pdf Duetto, (2017). "Like other consumers, luxury travelers are driven by personalization", Eisen, D. (2016), Fashion, retail brands slip into a new business: hotels, Hotel Managemen Gigante, D. M. (2016)."How Hotel Brands Can Inspire Customer Loyalty". MDGadvertisig. https://ww w.mdgadvertising.com/marketing-insights/how-hotel-brands-can-inspire-customer-loyalty/ Grand View Research, Inc. (2018). Luxury Hotel Market Size Worth. HVS, (2014). In focus: London luxury hotels: can the market rise forever.

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BRAND STRATEGY FOR TOM FORD HOTEL

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