Tom Ford – A lesson in creating a powerful and lasting fashion brand

TOMFORD - successful fashion brands

Thomas Carlyle shares some tips on how to create an influential fashion brand, a lesson for all on successful fashion branding.
Thomas Carlyle is an American fashion designer best known for his work with Gucci and the creation of his luxury Tom Ford label here are some of his tips on how to create an influential fashion brand, a lesson for all aspiring fashion brands.

Ever wonder what it takes to create a successful fashion brand? Tom Ford has 14 tips and words of advice that can be applied to any industry.

  1. “Trust your instincts when it comes to design.”
  2. “Never sell a controlling interest in your name. Ever. Ever.”
  3. “Decide for you if fashion is an art or an artistic business. This will affect how you set up your company.”
  4. “If your president or chief executive officer thinks they know the difference between dark burgundy and aubergine, fire them.”
  5. “If you’re designing your own label, then know yourself.”
  6. “We have to have genius creative thoughts precisely four times a year and on exact dates.”
  7. “You have a voice that can influence contemporary culture as much or more than anything else.”
  8. “Know your ideal client — the dream person you design for, your fantasy muse, so to speak.”
  9. “If your brand is to have a strong identity, it must come from you and not from a committee.”
  10. “Have a five-year plan, a 10-year plan, even a 20-year plan. And possibly an exit strategy.”
  11. “Remember that our customers do not need our clothes.”
  12. “Try to remain positive. I struggle with this one too.”
  13. “Find a great business partner and don’t let them go. This is absolutely key.”
  14. “Be thankful to all those who help you on the way up. You won’t get there without them. Cherish them, and don’t forget them.”,28189

Tom Ford - Influential fashion brands

Number 8 – This should be applied to all businesses. Your target market is the most important group of customers, and the strategy that lies behind your branding encompasses these ideal and dream customers. Once you have these customers in mind, you will be able to create a more refined and targeted brand.

Number 10 – This is all about setting short term goals and even long term unrealistic goals to work towards. Businesses usually set a 5 year plan, but why not set an even longer plan of up to 20 years and try to achieve it? Chances are, if you aim high you will succeed. If you don’t have a clear vision and roadmap to success, your business will most likely fail and someone out there will do it better than you.

Number 11 – Basic Economics ‘want vs need’. The truth is people don’t need your product or service, but you make them believe they want it. People need food, but they may want a shiny pair of new sunglasses. If you can shift people from needing your product to wanting your product, your business will be successful. This is one of the toughest challenges businesses face. There is said to be an emotional benefit from satisfying wants and this tends to be a driver for most purchases. For example, you may want that new shirt which is above your budget because it makes you feel stylish and stand out from the crowd. That purchase would be emotionally satisfying.

Olga Dumitriu
Client Account Executive
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