NOVA

Forecasting
Tom Ford
Group 5
CADS 5760

Our Company and Purpose

EST. 2016

Past clients: Marc Jacobs, Tommy Hilfiger,

Stella McCartney, Helmut Lang
Company Specialty: Contemporary
womenswear
Company Location: NYC
Company Size: 6 employees
Current clients:
Tom Ford, Kendra Scott, Theory

NOVA
Forecasting Team

Emily Deutsch

Haylee Robinson

Cecilia Jackson

Rachel Elliott

Shakari Cunningham

Kate Campbell

Purpose

NOVAs purpose is to research and to forecast for companies, in particular, for client
Tom Fords Fall/Winter 2017 product development and marketing.

Tom Ford's Current Market

History & Mission Statement

Tom Ford Mission Statement:
Am I proud of it? Is it beautiful?
Founded in 2005
He established an eyewear line, then expanded
to menswear and womenswear
Opened his first retail location in 2007 and now
has 98 locations worldwide

Merchandise Mix
Accessories
Eyewear

Beauty

Womenswear
Tops

Perfume

Menswear
Jackets
Dresses
Pants

Bottoms

Bags
Makeup

Shoes

Brand Image

Competitiveness

Tom Ford designs for the customer who

values luxury and has expendable income.
His brand exudes refined sophistication
with bold, empowering, and innovative
styles.

High end
Edgy but trendy
Strong e-commerce
Strong visuals
Well-known world wide
Constantly evolving
Desired by a broad age range

Company Analysis: Tom Ford

Target Market:
Demographic information:

Age ~ 20-75
Income ~ $100,000+ annually
Education ~ College degree +
Occupation ~ Lawyers, Doctors,
Business Owners,
Actresses/Actors, etc. (anyone
who makes 6 figures +)
Ethnicity ~ Non discriminative

Psychographic information:
Affluent, high end consumers
able to afford higher price
points
Desire exclusivity
The end consumer is the
new ideal
A sophisticated
consumer
Prefers their clothing
immediately but still in
an intimate, unique way

Company Analysis
Tom Ford

Dominating factors: Social Groups

Ages range from 20-75.
Entrepreneurs, lawyers, and doctors
Women who can afford TFs items
They might not have a lot of time to shop, but with
the way Tom Ford makes his brand accessible is
perfect for their lifestyle.

Attitudes
Our Clients value high fashion and high quality
They want items that not even women has in their closet
They prefer luxury goods and higher price point items
over fast fashion

Technology

Technology-We live in a world of

Convenience/instant gratification
Tom Fords Pocket iWatch
E Commerce- Tom Ford allows
Changing market element:
customers to purchase a varied selection Tom Ford saved two designer brands
of products on his online boutique.
from going bankrupt and he is always
trying new risky techniques
Purchases can be made on social media
Opted out of fashion week to
like Instagram and Facebook.
communicate directly with the
consumers


Competitor Analysis:
Competitor #1: Hermes
Both luxury brands
similar price points
Similar target markets
Global presence
Feminine feel
wide variety of products
Exclusive partnerships (ie. Apple
watch)

Competitor #2: Chanel

Strong Brand Image
High Quality
Pieces last from season to season
Excellent Creative Director
Website
Doesn't list prices
High Price and Rising Cost of
Production
New markets
Strong competition
Counterfeit items

S
W
O STRENGTHS
T
A
N
A
L
Y
S
I
S

-Global
-Wide Product Range

-Current strong brand

-E-commerce

WEAKNESSES

-Production
-Competitive Market

-Price

OPPORTUNITIES

-Expansion
-Increase advertising

-Celebrity endorsement
-Flagship Stores

Intense competition
-Counterfeits
-Online appearance

-Social Media
-Limited Product range

THREATS

Current Fashion Trend Analysis

Themes: Edgy, promiscuous, dark and sober,
mysterious
Key Colors: White, Black, Grey, and Camel
Fabrics: Leather, suede, tweed, fur,
Styles: Lots of jackets, dress and skirt midis,
statement pieces

Compare and Contrast:

Fashion Forecast

Airy Blue

Sharkskin

Aurora Red

Warm Taupe

Dusty Cedar

Lush meadow Spicy Mustard

Potters Clay

Bodacious

Tom Ford relies on the harsher textures and darker colors.

Palettes tend to reveal a darker trend than agencies predict for Fall.
Tom Ford and the Agencies focus on neutrals and cooler tones.
Colors seem to overlap

Future Trends Outlook

Megatrends

Feminism

Crosses industries today in apparel, politics, and

media
Tom Fords lines fall within a feminism megatrend
due to the strength in design and empowering
silhouettes and textures
I always think about feminism - TF
TF believes women being sexy is strong and
powerful, not sexist
His mother was a very strong feminist
Companys use of dark colors demands power and
attention in design

E-Commerce

Huge step for Tom Ford

Allows consumers to shop conveniently. Instead of
having to go to a brick and mortar store consumers
can shop at the comfort of their own home
When Tom Ford Launched their online boutique it has
increased sales and increase in media on Tom Ford
Ecommerce has become a megatrend for businesses
and retailers everywhere
Puts companies on the map in many different ways.
It has lead to a whole new way of shopping for
consumers.

F/W 2017
Fashion Trends
TF adapts well to trending styles but remains
classic in essence
Also sensitive to fashion + follows upcoming trends
Forecasted Pantone colors usually brighter than TF
uses
Fashion Muses:
Rihanna, JLo, and Miley Cyrus

ga

Me

Feminism

n
hio
s
a
F nds
Tre

nd
tre

Empowered
Romantic

Colors like dark

blue, black
Fabrics velvet,
leather
Styles with body
con elements

E-Commerce

Repurposed
Innovation

Colors like
green, red, and
yellow
Faux fur, and
vegan leather
Deep plunge
and jacket styles

Our F/W 2017 Fashion Trend Proposals

Bold
Black

Striking
Metallic

Ravishing
Rust

Power
Purple

Radiant
Red

Empowered Romantic

Ford in velvet
suit

Tropical
Green
Torrid Red

Zesty
Mustard
Rural
Black
Serene
Cream

Leather Jackets

Fur Coats

Plunging
Neckline
Over the Knee
Boots

Stilettos

Fitted
Dresses

Repurposed Innovation:
Key Styles

Conclusion

Tom Ford takes risks and does not shy away from edgy, sophisticated styles. He
continues to reinvent the way he makes his designs accessible to his customers,
while always maintaining his signature Tom Ford Look. NOVA will take these
forecasts to the fashion powerhouse and make Empowered Romantic and
Repurposed Innovation the star trends of the season.

References
Pantone (2016). Retrieved from http://www.pantone.com/fashion-color-report-fall-2016
Tom Ford Official Site (2016). Retrieved from http://tomford.com
WWD (2016). Retrieved from http://wwd.com