The most important element of Tom Ford’s strategy for his new men’s collection will be the introduction of the line through a group of Tom Ford wholely owned stores. Ford will be able to control the customers first impression of his collection; this is so important. How many times have I read about a “hot new designer” and then had to literally search racks, rails, 4-ways ,or worse, a soulless shop-in-shop just to find a safe and underwhelming presentation. Not only will Ford be able to control the size and depth of the buy, but through all the little details of his boutiques. he will be able to clearly differentiate the new Tom Ford man from the Gucci man.
Sunday, November 6, 2005