The Business Way Of Tom Ford

London, England, "compared with zero, it is really too difficult and difficult." Tom Ford is deeply impressed by the establishment of a personal brand. He flew to London from the opposite side of the Atlantic, and he looked very good. The superstar designer was half dressed, wearing his trademark Lapel dark suit suit, snowshirt and blue tie, collar with golden collar, his ruddy face and trimmed stubble. "I didn't expect it to be so difficult before, because I had the greatest advantage in any way."

Indeed, Tom Ford is estimated to be more than $two hundred million, and has widely recognized international fame. It has accumulated valuable experience for many years in the creative director of Gucci and Yves Saint Laurent, but even if he is such an industry legend, it also faces challenges from all fashion makers. Of course, ordinary fashion entrepreneurs do not get such strong support.

There is no doubt that he is famous for his fame and personality, but his company has just started. There is no definite brand personality or DNA as the cornerstone of future development. Without the successful password or iconic style of the old fashion house, it can be reinterpreted or transformed to produce every season fashion. No core products can bring predictable financial resources, or even a storefront.

The journey of a thousand miles begins with a single step. To achieve success, Tom can only start from scratch.

　　 Those years in Gucci

"In Gucci, you can see a lot of my shadow, Yves Saint Laurent is also, but they also have a formed framework," Tom said. "In Gucci, I have a knob handle, stick it on anything, and anything sells very well. There is also a horse buckle, no matter where it can be sold, we can see that it is Gucci. The red and green stripes are also the same.

All these products were quickly sent to Gucci stores around the world after leaving the factory. "We have 180 shops in all, so our distribution network is very developed. Six months later, everything I design can be found all over the world, and then "boom", shelves will be robbed! It won't take long. He said, with a ring of fingers, to render the effect.

"At that time, my hands seemed to be turning gold into gold." Tom recalled, "since I arrived at Gucci, our turnover has doubled and doubled."

He did not exaggerate. The sharp reversal of Gucci and sustained growth in the following years have become the immortal legend of the fashion industry.

In 1990, Tom first came to Gucci and served as a garment designer in her women's clothing department. But the development of the company is becoming more and more worrying. In 1993, Gucci lost $22 million in its $230 million turnover. Maurizio Gucci, the founder of the brand, has over issued the licensing authorization of the brand. For a time, brand retailing involves almost all kinds of products, including ashtrays and coffee cups. Creditors and employees are chasing companies for money. In fact, Gucci is on the verge of bankruptcy.

In 1994, Domenico de Sole was promoted to CEO, appointed Tom as creative director, and was also awarded by Investcorp, a new major shareholder of the company and an investment company headquartered in Bahrain. Creative power is powerful. Tom has injected a powerful and powerful booster for the brand. The 1995 autumn and winter series of women's clothing designed to highlight the tight encirclement of thunder, and a new look that is absolutely sexy, cool and charming has shocked the world. Latest fashion The industry has reversed the decline of Gucci almost overnight.

As of 1999, the Gucci valuation exceeded $4 billion, which attracted the attention of the luxury goods industry. The Bernard giants of the LVMH group, Patrizio Bertelli of the Prada group and the commercial giant of Fran Printemps and Redoute of Pinault Printemps Redoute group extended olive branches to the Bernard. Although Mr. Pinault was able to get killed at the eleventh hour, he won the star brand and his talented designer.

Then, Tom and De Sole set off. Buy The frenzy finally established the lineup of today's Gucci group: first acquisition of Yves Saint Laurent, and Tom as the creative director of Yves Saint Laurent at the same time, Boucheron (2000), Sergio Rossi (2000), Sergio (2001), Hong Kong (2001), and Xin Xing brand brand (2000) and Kun (2001) were also paid by the group.

If there is a superman in fashion, it is Tom Ford.

But Superman didn't come to the end. In the autumn of 2004, he and Fran C OIS Pinault openly disagreed with the company's power control disputes and eventually split up, and laid the foundation of the Gucci fashion empire today (its parent company was renamed, Kering group now, Fran OIS OIS Pinault Fran ois-Henri ois-Henri steering).

"After that, I was not sure about my future development, because I was seriously shocked. I feel very depressed. Tom frankly speaking. At the same time, he told the media that he was no longer interested in returning to the fashion industry, and would put creativity in other areas.

　　 establish Tom Ford International

But for a while. Nearly ten years later, I am sitting with Tom in his very private and cosy office. This is his Tom Ford International (TFI) headquarters office in Howick Place, London, each of which is permeated with the unique style of the designer.

The office is equipped with a deep shade device, but brightly lit, like a Wuxing Hotel's top bar. The furniture is made of dark and precious Indonesian horse's horse. In the corner, a sculpture named "mutant fashion model" is lifted from the Jake Dinos Chapman, which is quite frightening in the spotlight. As soon as I hit black Mark pen, I put it neatly into the pen holder on the table. On the chest of drawers, there were several black and white images leaning on the same black and delicate photo frames in the same black and white, tracing back to the decisive moment in Tom's career and life and the most influential figures to him.

In front of the center is the photo taken by his partner, Richard Buckley, at the age of 30. Two people have worked hand in hand for 25 years. One is the provocative image of Carine Roitfeld. The stylist and editor has worked closely with Gucci in Gucci for many years. One is a photo taken by vanity Fair magazine for Tom and Domenico de Sole (current chairman of the TFI). Another is a photo of the front Taekwondo champion, a positive and naked nude.

Tom flew to London just one hour ago from Losangeles, where he spent the first half of the year. Richard also returned with his ten month old son Jack to their ranch in Santa Fe, New Mexico. Tom Ford only stayed in London for three days. For the 2014 spring and summer women's wear, the model was first fitted to the model and the first store opened in London. After the Grand London Fashion Week party, the shop opened quietly on Sloan street in July (Sloane Street).

Yes, Tom Ford has returned to the fashion world, and it is a high-profile comeback.

"If all goes according to plan, the retail sales of Tom Ford will reach US $one billion by the beginning of 2014." He said, "this includes all products, glasses, perfume, cosmetics, clothing and accessories for men and women. Products worth $one billion and Tom Ford tags will be sold in retail mode.

This is a startling figure. Almost all emerging fashion brands struggle for decades. But in less than ten years, Tom did it.