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. 

Brand Seminar

Within todays seminar following my introduction to the process of fashion marketing we were asked to choose a non fashion brand and apply the 7 p's to it. I chose the energy drink brand Relentless as they are a popular globally well known brand.

Product:

Energy Drinks, young, trendy, stylish, appeal to sports and street, edgy, colourful, won't go out of style, constantly evolving, new flavours always, 

Price:

cheap, affordable, but a bit more expensive than other energy drinks- pay for the quality, high expectation, always available, 

Promotion:

TV, cinema, celebrity, appeals to a more young hip and cool market, pop up stalls (Reading Festival), relentless truck, Extreme Sports, Skateboarding, Motor cross, 

Place:

Globally well known, has a website, sponsorships

Process:

colourful packaging for different colours, well known logo (graffiti esq. street, urban) 

Physical Evidence:

Pop up stalls/shops, feel involved with the brand fully

People:

Celebrity endorsements, Sport sponsorship

After individually doing this task we then in groups, did the same thing but for a high price designer brand. My group chose Chanel as again its a globally well known popular brand. 

Product:

mens wear, ready to wear, couture, women's wear, d'art collection, cruise and resort wear, fine jewellery, watches, bags, shoes, sunglasses, eyewear, perfume, makeup, skin care, books, notebooks, pens, nail varnish, sportswear

Price:

high end, lowest price is makeup £25+ 

Place:

concessions in Selfridges John Lewis, fashion stores in fashionable cities, online shopping

Promotion:

TV adverts, most promotion for perfume (most affordable for the everyday woman), magazines, legendary adverts, celebrity endorsements, film, TV series, reference books, fashion shows, billboards, "The mark of class" Karl Lagerfeld, iconic, brand history, vogue features

People:

Karl Lagerfeld, Chanel makeup counter workers, exotic good looking staff, good customer service, well dressed, groomed (Chanel image)

Process:

dress everything in packaging, tied up with a bow

Physical Evidence:

Personal shoppers, experience in store, trial attitude, whole experience (greeting, champagne)

Both these activities helped me to get a grasp on the 7p's in order to use them within further work, I also found them very enjoyable to delve into a brands identity. 

What is Fashion Marketing??

"meeting the needs of your customer at a profit" 

Professor Phillip Kotler

"Creating irresistible experiences that connect with people personally and create the desire to share with others" 

Saul Colt

"Products that dont come back and consumers that do"

 Steve Dawson

Within todays lecture we thoroughly discussed the ins and outs of marketing I found this very interesting as I have only ever brushed over the surface of marketing fashion within A-level textiles, we looked at a few key terms in which marketing is defined

. analytical

. targeted

. personal

. persuasive

. conversational

. timely/ immediate

. responsive/ human

This was very useful as I am only just being introduced to marketing as a career within university it is very easy to get confused and sidetracked on the actual meaning of it, defining it into terms makes it easier to understand. I was also introduced to the 7p's (more commonly known as the 5p's) of marketing, these are:

PRODUCT

PRICE

PLACE

PROMOTION

PROCESS

PHYSICAL EVIDENCE

PEOPLE

Fashion marketing is different to other industries as it is based on need, it manufactures desire and no other economy associates so closely with the designer and no other industry like fashion displays its work on a runway (essence of marketing). Marketing fashion is led my season, trend and the media without which nothing would be marketed. The fashion industry is huge and items can be trickled down to the high street or urban styles can be bubbled up, no other economy can define itself as being so closely inspired by its consumer. No other industry or product has such a fundamental part within its economy for celebrities.