APPLIED BUYER BEHAVIOUR IN GLOBAL CONTEXT

1. APPLIED BUYER BEHAVIOUR IN GLOBAL CONTEXT BY SUKHAN ELAHI S00500732

2. TOM FORD NEW PERFUMERY

3. Today almost fifty year old, Tom Ford has been a fashion designer for 25 years. • At the end of September he launched his first women’s line under his own label during an unusual fashion show which has generated huge international media coverage despite the fact that no photos of the actual collection were released after the event. He is not only a talented fashion designer but has an innate marketing sense. It is this unique mix of qualities which he mastered during his years of creative director at Gucci, a brand which he is accredited for having revived and reinvented following its decline of the Italian fashion house in the 80’s. After he left Gucci, he launched his own men’s line, masterfully positioning it as high end, top luxury, defined by a contemporary classic design. • From the tasteful and extremely expensive concept of his stores, to the impeccable quality of its suits and accessories, the Tom Ford men’s brand is perceived as a one of the finest, in direct competition with legendary men’s brands such as Brioni, Kiton or Corneliani. • His recently launched women’s line impeccably complements the men’s line establishing the Tom Ford brand as a true luxury brand. In a world dominated by the historical luxury brands, Tom Ford has succeeded in creating and imposing a young luxury brand in a very short period of time.

4. Does this mean he is going to target more mature women? Not necessarily. He not only destroys the myth that fashion can only be shown by skinny, young and beautiful women, but also creates a trend to worship the beautifully, naturally aging women. This will position his brand in a rank of its own, having no competition, as being unique. The tag line behind his message is ‘’respect’’, which is a very powerful and long lasting message.

5. ABOUT THE ADVERTISEMENT • style provocateur tom ford has always been known for his unique artistic sensibilities. while, his perfume campaign shocked fashion followers with its over the top sexuality, the new goes even further. shot by photographer terry richardson, the new campaign features female modelpartaking in nude massages, ironing and sunbathing. beyond mere nudity, some of the photos even feature couples in the act of sex itself, as fellow models look on. the campaign is sure to raise some eyebrows and leaves you wonder how ford could possible top it.

6. product • Product Details Tom Ford Neroli Portofino is a unisex fragrance aimed at a luxury audience. Neroli Portofino is one of fourteen Tom Ford Private Blend fragrances that open the doors into the mesmerising world of artisenal scent. Neroli Portofino launched in 2011 in limited distribution. The scent was developed by perfumer Rodrigo Flores-Roux and is built, around the note of neroli. Neroli Portofino is “Tom Ford’s reinvention of a classic eau de cologne” and ”instantly evokes the seductive essence of the Italian coast” (Tom Ford 2012). Tom Ford Neroli Portofino is classified as a specialty good because of it's high unit value, high involvement in purchase, and very high brand loyalty.