Here is a presentation of the brand Tom Ford as well as an analysis of one the brand's ad campaign for men's cosmetic line.

1. 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.

2. 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.

3. 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.

4. 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.

5.
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