TOM FORD

Casey Huth

The Tom Ford Brand

➢ The Tom Ford brand is sophistication, luxury, polish. He's part of the reason behind a renaissance in menswear, a renewed propriety, why men are wearing bow ties and pocket squares again and taking a brush and polish to their shoes.

➢ Tom Ford is more than a visionary designer and luxury brand. He is a charismatic salesman, a ruthless brand executive, an innovative art director, and a canny marketing guru.

➢ Tom Ford’s skill for multitasking, as well as a meticulous attention to detail, control and perfectionism.

“I want to make beautiful clothes for women and men who appreciate detail and quality. The product must be the best but this is almost secondary to the service the customer will receive.”

– Tom Ford

“I don’t think I have ever worked with anyone with a greater passion for detail or a clearer vision of his aesthetic goals.”

–Anna Wintour

"I always love the challenge of being creative within a given set of parameters. The details take on much more importance in menswear; and getting the shape of the lapel, the roll of the shoulder, the position of the buttonhole and all of the other details just right are all crucial to achieving the result that I feel we have achieved.”

– Tom Ford

How are Tom Ford’s brand values implemented in the garments shown in the video?His close attention to detail shoes in the video when he is fixing a garment at the beginning.

How are those values described during the interviews in the video?Tom Ford talks about perfectionism and attention to detail in the video.

Which technics are adopted to reflect the brand values?The idea that ‘fashion is a dream’ and an ‘enhanced vision of who you are’ are two key technics that show in the Tom Ford brand.

Tom Ford Video Questions

“Everything we think of when we think of Tom Ford—the

high-impact runways shows, the lavish flagship stores, the

notoriously risqué ad campaigns, even the film A

Single Man, his stunning debut as a director—has an uncanny

way of conveying the same three core themes: sex, power,

and divine decadence.”

-Vogue

On staging presentations rather than runway shows:

"The reason I present in a small, controlled way is that so much of what

makes my clothes special is the cut, the stitching, the lining — things that would be lost on the catwalk. On the

catwalk you have to exaggerate, almost.”

-Tom Ford

Tom Ford is also no stranger when it comes to using sexual imagery for his ads. Since he's developed his own brand, some of the raciest ads have included a woman suggestively grabbing a man's crotch, a man sticking finger's inside a woman's mouth and a perfume bottle sitting in a woman's bare cleavage. For a guy who thrives on being stylish, cutting-edge and making others look good, it's all in a day's work to gain some loud sexual controversy and keep the awareness of his brand high.

Brand Image

Tom Ford’s success has come, due to his drive to succeed.

Tom Ford's success has been recognized by a number of awards including these huge milestones:

Five awards from the prestigious Council of Fashion Designers of America (CFDA) (1995), (2001), (2002), (2004), (2008)

Four Vogue Fashion Awards (1995), (1996), (1999), (2002);

➢ He is not only a talented fashion designer but has an innate marketing sense.

➢ It is this unique mix of qualities which he mastered during his years of creative director at Gucci, a brand which he is accredited for having revived and reinvented following its decline of the Italian fashion house in the 80’s.

➢ After he left Gucci, he launched his own men’s line, masterfully positioning it as high end, top luxury, defined by a contemporary classic design.

➢ From the tasteful and extremely expensive concept of his stores, to the impeccable quality of its suits and accessories, the Tom Ford men’s brand is perceived as a one of the best.

What is the secret behind this success?

Tom Ford’s independence which allows him to create freely. In an interview published in this month’s French Vogue, Tom Ford speaks about how bored he was during his last two years at Gucci, when he felt he was only working for more and more money. He speaks about losing the ‘’joy’’ and the ‘’fun’’ which provided him the inspiration which generated the huge success of his early years at Gucci. He also explains in the interview that when he is going to feel bored, he will give up and sell his own business.

On why it's important to be in his own ads:

"I'm the face of the brand. With Chanel, you feel that Karl Lagerfeld's personality has really melded with Coco's — but not everyone knows yet who I am, so that's why I'm in the pictures.

I don't like having my picture taken but it helps people to respond . . . My real life's not like the fantasy Tom Ford world, with naked girls pouring perfume everywhere. It's more staying in and watching Friends on television.”

-Tom Ford

Sources

➢ http://www.tomford.com/#/en/thebrand/tomford

➢ http://www.mymodernmet.com/profiles/blogs/the-new-modern-man-is-dressed

➢ http://www.vogue.com/voguepedia/Tom_Ford

➢ http://www.cpp-luxury.com/how-tom-ford-is-rewriting-the-rules-of-creating-a-luxury-brand/

➢ http://www.vogue.co.uk/news/2013/04/16/tom-ford-plans-to-become-number-one-fashion-brand

➢ http://www.fashionologie.com/Tom-Ford-Talk-Vogue-Festival-22794263