Sex Sells is Tom Ford mantra ever since he was Gucci creative director in the 90's. Ok sex sells, we all know that but if you can sell online, it may just sell more.
So Tom Ford has launched his online store www.tomford.com.
“I have waited patiently to introduce e-commerce until I felt the foundation of the brand was well established offline. We now have 98 retail locations worldwide and the online store is an extension of them: it is a beautiful online space that carries exceptionally crafted, hand-made products and offers superlative service.” Tom Ford.
Well I don't believe any of that for a second. I am pretty sure Tom Ford is (was) against anything online and fought really hard against any social media - TF twitter @TomFordIntl and instagram @TomFord accounts are just over a month old - but sadly it was a question of time for him to give in.
I do not believe social media does much for sales, especially for a luxury labels, but all those people wearing Tom Ford do need something more than #TomFord on their tweets or insta-selfies ... they want to link back to their favorite brands and that creates an entire new universe, a universe that is out of control for designers but that is just the name of the e-game.
I am not an e-commece fan, I like to go to stores, see, try, feel ... you know, old school shooping. Plus Tom Ford is kinda mega expensive ... but you may be in a 'rush' of whatever and ab-so-lu-te-ly need the (amazing) Buckley Alligator briefcase priced at $33,990 delivered to your home. Currently, shipping is limited to the U.S. only. (same day delivery in Manhattan, of course).
Shopping therapy is not really a therapy, but online shopping ... now that's a desease! You loose the pleasure of actually enjoying an entire experience in a store (I am talking Tom Ford not H&M shopping here) you are just disconnected and spend money that will eventually lead to unsatisfaction ... but you spend money and that is what all retailers want.
Shipping and returns are free! YAY. Better not scratch that Alligator briefcase before returning it.
In other Tom Ford news, Mr. Ford will be discussing his life and career during an Apple Talk at the Regent Street Location on 4/7 at 7pm. A complimentary download of the talk will be available on iTunes shortly following the event.
Tom Ford is my fashion God, if I could I would fly to London for that event.