Tom Ford Consumer Profiles

As our first module assessment is looming, my group and myself decided to meet up and discuss all of our brands in order to differentiate similarities and differences between each and to gain abit more of an insight and research into our own brand. The other brands that I have within my group to compare and contrast to Tom Ford is Reiss, Chloe, Puma, Rapha, Bottega Veneta. Firstly I considered and discussed the 7 p's of each brand.

Tom Ford 7 P's
Product
menswear, women's wear, accessories, eye wear, fragrance and beauty, Film 'The Single Man'

Price
cheapest price £26 (Eye Defining Pencil) all the way up to £1,000+ on clothes
(LUXURY BRAND)

Place
Online shopping, stores in fashionable cities, concessions (Selfridges)

Promotion
Billboards, magazines, most promotion done for beauty and perfume (affordable for the everyday woman), celebrity endorsements (Julianne Moore), fashion shows, sexualised graphic promotion to grab the eye and attract attention is typical of Tom Ford, all campaigns usually display 3 central protagonists

People

Tom Ford himself, brand ambassador Julianne Moore (good friend of Tom and star of his film 'The Single Man') 

Process
everything dressed neatly in packaging, luxury brand (expect a luxury look and feel of each and every product)

Physical Evidence
Make-Up counters, whole experience, try before you buy, personal shoppers, highly interactive website


When looking at everyone else's 7 P's we discussed how my brand is the highest most luxury brand and how the other brands aspire to be like Tom Ford, to be a the top of the game. We also discovered how Reiss, Bottega Veneta and Tom Ford are all mature brands with more of a sophisticated woman in mind rather than brands like Chloe who value youthful flirtatiousness and Rapha and Puma are both sportswear brands who desire to become more stylish. Chloe, Bottega Veneta and Reiss all share the same colour palette of neutral shades.