Talk About The Business Way Of Tom Ford: Two Brand Licensing Licenses

The office is equipped with a deep shade device, but brightly lit, like a Wuxing Hotel's top bar.

The furniture is made of dark and precious Indonesian horse's horse.

In the corner, a sculpture named "mutant fashion model" is lifted from the Jake Dinos Chapman, which is quite frightening in the spotlight.

As soon as I hit black Mark pen, I put it neatly into the pen holder on the table.

On the chest of drawers, there were several black and white images leaning on the same black and delicate photo frames in the same black and white, tracing back to the decisive moment in Tom's career and life and the most influential figures to him.

In front of the center is the photo taken by his partner, Richard Buckley, at the age of 30. Two people have worked hand in hand for 25 years. One is the provocative image of Carine Roitfeld. The stylist and editor has worked closely with Gucci in Gucci for many years. One is a photo taken by vanity Fair magazine for Tom and Domenico de Sole (current chairman of the TFI). Another is a photo of the front Taekwondo champion, a positive and naked nude.

Tom flew to London just one hour ago from Losangeles, where he spent the first half of the year.

Richard also returned with his ten month old son Jack to their ranch in Santa Fe, New Mexico.

Tom Ford only stayed in London for three days. For the 2014 spring and summer women's wear, the model was first fitted to the model and the first store opened in London. After the Grand London Fashion Week party, the shop opened quietly on Sloan street in July (Sloane Street).

Yes, Tom Ford has returned to the fashion world, and it is a high-profile comeback.

"If all goes according to plan, the retail sales of Tom Ford will reach US $one billion by the beginning of 2014."

He said, "this includes all products, glasses, perfume, cosmetics, clothing and accessories for men and women.

Products worth $one billion and Tom Ford tags will be sold in retail mode.

This is a startling figure. Almost all emerging fashion brands struggle for decades.

But in less than ten years, Tom did it.

How did he manage to do that?

"I must start my name, which I knew from the very beginning."

He said, "after I left Gucci, I realized that everything I had to do really belonged to me, so the first thing I did was to publish a book about Tom Ford.

I've been doing this for four or five months since I left Gucci. "

He continued to explain: "what I thought at that time was," I am very proud of what I have done, and I want everyone to know what I have done.

I want to put all of this into a large and thick book called Tom Ford.

In 2004, the book was published by Rizzoli, and the Tom Ford two characters of the monochrome bold body were published. According to the Graydon Carter of vanity fair, the word "print 214" was adopted. The book has been published in the fourth edition, and the fifth edition is being printed.

This packaging style also extends to other Tom Ford products that follow. Tom takes this opportunity to have a wider contact with the fans and the whole luxury industry all over the world.

"This allows me to re publish the magazine feature, and to hold personal signings in the Bergdorfs store under Niemann store."

He explained.

"This keeps my name alive."

In the autumn of 2005, Tom announced two licensing operations for pnational brands: the glasses series cooperated with Marcolin and the beauty makeup series co operating with Est e Lauder.

In view of the fashion brand's first step is mostly to make expensive garments inside the company first, which requires a lot of capital as a pre investment. However, the pricing of Tom Ford products is relatively close to the people, and it only works with trusted business partners, almost without Tom to invest a penny of cash, and only needs to invest their time, taste and keen touch.

Such a reverse industry trend was extremely abnormal at that time.

But now I think it's a stroke of magic.

Such brand licensing can bring the budgetary commitment of authorized businesses to millions of dollars, while promoting product line publicity.

The global distribution advertisements are supervised by Tom Palmprint and further enhance the visibility of Tom Ford brand. Since the first day of product launch, it has come into contact with a wider customer base.

"I realize that these brand licensing licenses can promote my brand, so if I go back to the fashion world, my name will be louder."

He added.

But Tom reminded himself that nothing could happen if there were no great achievements in Gucci before.

"Brand recognition is built on products, just like logo can only be printed on products.

So if my series is not accepted, it doesn't make sense.

Tom's experience in Gucci also helped him understand that he had to think highly of problems and establish a more long-term and clear view of his own Tom Ford.

"I am not afraid to scale up."

He said: "I have long been used to design and build a world, because even when I was thinking about how to design a perfume bottle, I was already thinking about how they should be packed, put on the counter and what the bottle looked like.

So everything I design is coherent.

This is the key to brand personality.

Another key is to give instructions carefully and skillfully, so that people can read the brand signals without being too ostentatious.

For example, the logo designed by Tom Ford on its brand glasses is placed on the front edge of the picture frame with an English letter "T" lying on the front edge and extended to the mirror leg.

"I am responsible."

When discussing with the business partners of the distribution glasses, I said, "this is our logo," they said, "you have to write Tom Ford," I said, "no need."

Just like you can recognize Persols's glasses through that little arrow, this is our hint. This hint is on almost every pair of Tom Ford glasses we make.

If you're just starting your own business, it's hard to see the beauty of these first letter hints.

According to Tom, last year sold more than one million pairs of Tom Ford glasses worldwide.

This is equivalent to selling a platinum record in the United States, but unlike the disc, with a price tag of about $350 per pair of glasses, only Tom Ford glasses retail business brings about $350 million to the company.

As for Tom Ford's beauty make-up series, according to the market report, as of the end of the next fiscal year in June 2014, the company's retail business in over 40 countries will have a total revenue of over US $275 million.

"This is not much compared with our ultimate goal."

When asked how to evaluate the future potential of its brand beauty makeup business, Tom replied.

"I want to see that the company can easily get $500 million, but it depends on how far our future development plan will go.

I very much hope that the company will be the top five in the world.