TOM FORD FASHION’s new vision for China

A month after TOM FORD announced Colombian-French designer Haider Ackermann as its new creative director, the luxury brand celebrated a significant milestone for its fashion business with a grand opening event for its first flagship store in China, located in Beijing. The move signals a new phase for the American luxury fashion house in the Chinese market. Occupying 433 square meters across two floors of the upscale China World Mall, the boutique is the first in China to carry the full range of menswear, womenswear, footwear and accessories. “In this store, you can really see our brand 360-degrees and how we want to communicate it to the market,” CEO Lelio Gavazza told Jing Daily in an interview for this partnership feature. The flagship store is just one part of TOM FORD FASHION’s broader strategy for 2024, which includes a new menswear store opening in Hangzhou, a pop-up store in Shanghai to facilitate further expansion across China, and enhanced client services and social media engagement. A new chapter TOM FORD FASHION is at a pivotal moment. The fashion business of the luxury house founded by designer Tom Ford in 2005 became part of the Ermenegildo Zegna Group in 2023 through an exclusive long-term license agreement with The Estée Lauder Companies Inc. Since becoming CEO of TOM FORD FASHION in 2023, Gavazza has been crafting a global strategy aimed at expansion while staying true to the brand’s core identity. “The most important thing for us is to drive brand awareness. We entered China a few years ago and opened a few stores, but it was done quietly,” says Gavazza. That is set to change. Having spent seven years in China, Gavazza is no stranger to the market. He is keen to leverage TOM FORD’s heritage and craftsmanship while connecting with younger generations of Chinese consumers, whom he regards as “one of the best-informed groups of luxury consumers in the world.” “We need to be particularly focused on China now, as the market and consumer landscape are undergoing significant change,” Gavazza adds. “We will engage customers in ways that remain true to our DNA, while adapting to local culture through exclusive events and ensuring that our customers feel even more special here.” Setting itself apart TOM FORD FASHION’s position at the top end of the luxury market aligns with Chinese consumers who value innovation, quality craftsmanship, and exclusivity. But Gavazza believes that the brand can excel even further through personalization. “Our way of maintaining exclusivity in this competitive market is through personalized customer experiences and products. We offer made-to-order service, ensuring that every detail – from the first interaction with our customers to the moment they wear the garment – is truly personalized,” says Gavazza. The three new stores opened this year in Beijing, Hangzhou, and Shanghai reflect this luxury positioning and personal approach, tailored to China. In Hangzhou, the new menswear store showcases TOM FORD’s iconic suit collection, known for its wide peak lapels, high armholes and cinched waists. The boutique offers made-to-measure suits, with an Italian tailor in-store on occasion. Shanghai, meanwhile, introduces the trailblazing made-to-measure service for men’s knitwear, featuring several styles from the 2024 winter collection that can be customized with different materials and features. Leadership and innovation The appointment of Ackermann as creative director is set to steer TOM FORD in a fresh direction. His first collection for the brand will debut at Paris Fashion Week in March 2025. “Haider’s vision will undoubtedly infuse our collections with a contemporary flair that will appeal to younger, more fashion-forward audiences,” Gavazza says. Mr. Tom Ford himself in the announcement called Ackermann “an incredible colorist, his tailoring is sharp, and above all, he is modern.” The brand’s focus on high-quality products extends to sustainable raw materials. “Innovation in fabrics, production techniques, and sustainability efforts remains integral to our approach,” says Gavazza. The company’s long-standing relationship with Italian suppliers plays a key role in maintaining its high standards of craftsmanship. “Being part of a larger Italian Group with deep expertise in supply chain management and sustainability allows us to guarantee the best materials, production processes, and quality. This is something the Chinese consumer fully appreciates once they buy and understand the intrinsic value of the products,” adds Gavazza. Digital strategy TOM FORD FASHION is also focused on leveraging customer relationship management (CRM) to drive one-on-one communication with clients. “This allows us to personalize the experience, whether through direct communication, targeted advertising, or customized campaigns based on consumer behavior,” says Gavazza. Social media will help amplify the brand’s message, together with local artists and influencers reinforcing TOM FORD’s identity in China. However, the in-store experiences — whether personal styling consultations or private events — will remain central to the brand’s luxury positioning in this key market. As TOM FORD FASHION expands in China and evolves under Ackermann’s creative leadership, the brand’s ability to balance its heritage with innovation will determine its future relevance in China’s competitive luxury market.

TOM FORD FASHION’s new vision for China

On this page

Published October 25, 2024

Sectors

Insights

Company

TOM FORD FASHION’s new vision for China