for what it’s worth

stories and stimulus from a consumer insight consultant

Tom Ford launches luxury Menswear line

It’s been a long time coming but Tom Ford is finally launching his luxury menswear brand, and he’s bringing classic gentleman’s luxury into the 21st century. WWD has a 4-page article detailing the array of items available in the Tom Ford range, including ready-to-wear and bespoke suits, leather travelling accessories, eyewear and custom-made fragrances, but more exciting than this is the description of the amazing new Madison Avenue boutique that will house all these goodies.

Opening this Thursday, the store is Ford’s interpretation of a thoroughly serviced environment where every need is catered for to create the ultimate in luxury shopping-

For instance, the boutique will open by appointment from 7 a.m. to 11a.m., then open to the public from 11 a.m. to 5 p.m., and revert again to an appointment-only basis until 7 p.m. Salespeople will be on hand to take care of a client’s every whim — for the opening, he even flew in his personal butler, Angus Richards-Barron, to train the store’s butler — and there will be maids for such tasks as fluffing the cushions and wiping off the dust.

“I want someone to say, ‘Hello’ when you walk in. I want someone to call you sir, or, if they know your name, Mr., or Ms., or Mrs. I want them to get you a Diet Coke if that is what you want,” Ford said. “I want them to be nice to you with a smile, and I want them to be knowledgeable about the product and to be able to tell you about it, or if you don’t want to listen to them, to not tell you about it.”

Epitomising gentlemanly glamour and elegance, both the store and collection seem to be the perfect answer to Ford’s pressing question- “Where would Cary Grant shop if he were alive today?”

read the full article at WWD
or check out the collection from 12th April at tomford.com

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Filed under: brand extensions, Luxury,

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