https://www.youtube.com/watch?v=zsXIDZ-hsW0

1/The Brand Tom Ford is an american brand created by designer and director Thomas Carlyle "Tom" Ford in 2004. It is a fashion brand quite known for its minimal and chic style. Tom Ford is known for the elegancy of his clothing and products.  

1/ What do you know about Tom Ford? 2/What is the product line ? 3/What are the strategies emplemented ? 4/What is(are) the advantage(s) of this strategy ? Or inconvenients ? 5/Who are the key people at Tom Ford ? 6/How is Tom Ford a pioneer/trailblazer ?

2/The product line It started with accessories such as eyewear and of course beauty. Then Tom Ford created a menswear line in 2005 which was followed much later by an anticipated womenswear line in 2010. The product line goes from men’s beauty product, as we are going to see, to womens footwear.

3/Strategies emplemented Tom Ford’s strategy is mostly based on staying in control of the products. They concentrate on visual merchandising in the stores but most importantly to safeguard and always maintain the brand’s image. They make sure brand image is visible through advertising campaigns. They have a very strong image, sometimes very provocative. He always reinvents the brand with new concepts for the ads. They also want to internationalize the brand in every possible way wheter it means developpping the e-shop or opening abroad. They launched the e-commerce platform only recently in early 2014.

4/Advantage(s) Or inconvenients ? I think that the advantages of this strategy would be that people can recognize easily the brand. Their packaging is simple and must cost less than some of other brands. But in the meantime they shoudn’t only concentrate only on the image and maybe expand the brands products. As they began to sell online recently they have a lot to optimize on their website as well as on social networks such as instagram or facebook.

5/Who are the key people at Tom Ford ? Tom Ford is the main key person in the brand.

6/How is Tom Ford a pioneer/trailblazer ? Tom Ford is a pioneer in term of men’s beauty product because it is the first fashion house that has developped and extanded to the fullest mens product line. Most brands that can be seen as Tom Ford’s competitors such as Gucci, Marc Jacobs or Givenchy don’t really develop their men’s beauty products. Those brands usually just launch perfume foe men and sometimes cream and deodorant. Tom Ford was the first designer to begin with first only men’s products : fashion, accessories and cosmetics and then launched women’s collections and accesories protducts. It is very rare in the luxury industry nowadays. The positionning of their product is luxury of course as Tom Ford follows luxury’s codes.  

This Tom Ford ad is a good example of the brand’s strategy and also to show how developped are men’s beauty products.

The logo appears a lot of time during the video

Men’s product line is clearly reseached and complete.

In the whole video we can hear a man’s voice that appears to be Tom Ford’s. The man is explained the purpose of this beauty line and why men should use it. It also serves as a way to target a certain kind of men. Obviously young business man in there mid-30’s or 40’s. It shows who Tom Ford’s typical men is. You can see that the line is full as it can be used as an everyday routine.

 

You can see that in the begining of the video it is as if the model had just woken up. He washes his face and starts using Tom Ford soap. He takes a shower etc.. and as the video continue you see him get ready to conquire the world.

The visuals are very pure and natural. It looks like the man is in front of a mirror and wes viewers,are on the other side of that mirror.

We see the man dressing up for what seems to be work and it highlights Tom Ford’s men ready-to-wear as we suppose must be. He puts on a tie.

« I believe (…) looking the best you can is a show of respect to those around you » It means that that the products even help you in the society. You can be well seen if you’re groomed with Tom Ford’s products.

The man’s voice explains how simple it is to use the products.

The music is calm but has rythm and seems nice to hear in the morning.

The video’s rythmn is rather slow. It shows that you must take your time with yourself