Presentation about TF
History and facts
• Ford saved Gucci from bankruptcy.
• He redesigned the products to be modern and made from
innovative materials. The sexual appeal of his updated retro style
clothing line made Ford a household name.
• At the end of the year Ford became creative director, Gucci
earned $500 million in sales. In less than five years, the brand
became worth more than $4 billion.
• Ford was a popular commercial actor.
• After dropping out as an art history major, his good looks earned
him many acting jobs. At one point, twelve of his advertisements
aired at the same time.
• It was during a shoot Ford discovered his interest in directing,
whether it was film or a new venture.
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SLOGAN
Product lines
Marketing
• Tina Brown: So how does one market in today’s world? You know, a lot of people in the fashion
world, the luxury world, are in a state of great confusion. I mean, obviously business is very, very
bad. So people are having to figure out… how do they rethink marketing? I mean, how…
• Tom Ford: I always hated that word “marketing” and I hate it now. Because for me, and this may
sound simplistic, the key to marketing is to make something people want. When they want it, they
buy it. When they buy it, you have sales. So the product has to speak. The product is what markets
things. Advertising is of course important because advertise is the final design. It’s the last layer that
speaks to the customer, that tells them what you have. When they come into the store, if they put
on a pair of pants, and their butt doesn’t look good, no matter how much marketing you’ve had,
they’re walking out of the store. They’re not buying those pants, so marketing is important. I don’t
like that word because often, marketing is used for hollow products that don’t really speak. And it’s
the only way you can sell them.
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