If you could trademark an aspiration… fashion designer and sometime film director Tom Ford would be it.
The king of swagger has crafted a career out of selling the most luxurious fashion fantasies – and that’s the power of a personal brand equity, which is the influence that a person (brand) has on the consumers’ buying decisions.
It is the monetary measure of the effect the brand name has on the customer’s response to products or services in which the person had a hand in producing.
The quality of Tom Ford’s brand, the authenticity to his lifestyle, creative use of him, and, of course, the brand he uses as himself, is really important in a business relationship. This illustrates that the best way for Ford to elevate his brand equity is to find the best brand fit (where his fans and the brand’s target market intersect).
By choosing the right brand to partner with, Tom Ford stays true to himself and his mission. It’s a reflection of his beliefs, values and goals. It is supposed to go hand in hand with the company’s ideology, and the characters who stands behind the business.
Two decades ago, Ford revitalized a bloated, floundering and nearly bankrupt Gucci when he was made creative director at the age of 32.
His purview expanded to include YSL in 1999, which he also revived. Ford’s jaw-dropping and register-cha-chinging maneuvers, including a banned ad campaign shot by Mario Testino that featured a female model with a Gucci logo shaved into her pubic hair, won the daredevil designer accolades and fame.
But in 2004 he broke free of both legacies and steadily began building his own eponymous luxury brand, which now encompasses menswear, women’s wear, beauty and a periodic table’s worth of perfumes and colognes.
At 54 he continues to play muse to his own master: an impeccable stud serving up a swirl of debonair fashion.