Tom Ford Fashion is strategically positioned within the luxury sector, catering to Chinese consumers who prioritize innovation, superior craftsmanship, and exclusivity. However, CEO Marco Gavazza believes the brand can further enhance its appeal through personalized experiences.
“In this competitive landscape, maintaining exclusivity hinges on offering personalized customer interactions and products. Our bespoke service ensures that every aspect—from the initial customer engagement to the moment they wear our garments—is tailored to their individual needs,” Gavazza stated.
This commitment to luxury and personalization is evident in the three new stores recently launched in Beijing, Hangzhou, and Shanghai, each designed specifically for the Chinese market. The Hangzhou menswear boutique features Tom Ford’s signature suit collection, renowned for its wide peak lapels, high armholes, and fitted waists, alongside a bespoke tailoring service that includes Italian tailors on-site.
In Shanghai, the brand has introduced an innovative men’s knitwear customization service, allowing customers to personalize select styles from the 2024 winter collection with various materials and features.
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