TOM FORD
BRINGING “Opulent sensuality” to ECOMMERCE
The Challenge
Bring the brand into the digital era through e-commerce and connected commerce experiences, which could also include RTW and Beauty divisions, without losing the unique sensibilities that define the Tom Ford brand.
The strategy
The Tom Ford brand was known for opulence and ‘disciplined maximalism’.
To drive digital credibility, we had to surprise the consumer with how seamless the transition from communication to conversion could be. There would be no gap between the IRL and digital experience of the brand.
The Idea & Execution:
Flipped the emphasis from people-first, to product-first while translating the inimitable, seductive character and attitude that is TOM FORD into an on-brand digital shopping experience. In total, producing 120 on-model stills, 1,600 product shots, and 40 sets of moving lips. The new site provided a key platform for Tom Ford’s first see now buy show.
The Result:
Within a month of launch daily worldwide traffic was up 60%
