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Tom Ford Launches New Digital Flagship // Our 60″ Review
March 25, 2014
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Mr. Tom Ford himself, long time dubious about the role of digital for Luxury Brands, just announced that his brand new Online Boutique is finally live.

..but the fact that also Tom Ford eventually decided to launch a fully transactional Digital Flagship is a story much larger than just a beautifully crafted eCommerce website – it is a story that talks of embracing change and tearing down the last doubts about Luxury E-Commerce.

In his own words:

We now have 98 retail locations worldwide and the online store is an extension of them: it is a beautiful online space that carries exceptionally crafted hand-made products and offers superlative service. – TOM FORD

We therefore ran one of our 60 Seconds Website Reviews and, although the brand and browsing experience was in general positive, we found many areas that could be improved and evolved..

Here is of our 60’’ REVIEW of www.TomFord.com

Design, Usability & Content

Overall it is a beautifully crafted design that infuses Brand throughout the whole Retail experience whilst maintaining hard working eCommerce features crucial to conversion.

The execution of Responsive Design on TomFord.com is one the best we have encountered in the past months, easily adapting to multiple screen sizes without ever sacrificing the brand experience and maintaining a relatively fast website loading time.

Product is king and its experience is immersive throughout, making category browsing genuinely entertaining.

Striking imageries together with large fonts and strong call to actions make the most of the “boldness” of brand to ensure a very clear customer journey.

Product copy (on product pages) is however the only weak part of the product experience, as it is not fully leveraged to romance the craftsmanship and quality of these stunning items.

eCommerce Offer

Currently only delivering to the US (free delivery and free returns), the website is said to roll out International delivery in the near future.

The boutique offer is currently focused only on the designer’s Accessories (handbags, shoes, small leather goods, eyewear and jewellery) and Beauty ranges (cosmetics and fragrances), whilst the Ready-to-Wear range is supposed to be added in not too long.

The Made-To-Measure section is clearly a “work in progress” area, hosting just a static content page for the moment – we can’t wait to see what the brand will roll out in the next months to make the most of this exclusive service.

Integration With Retail

This area is clearly not expressing its full potential (as of 30th March 2014), and here’s why..

  • No Click-&-Collect service (buy online and pick up in a chosen boutique)
  • Items purchased In-Store can not be returned to TomFord.com (whilst the opposite is allowed)
  • Execution of the Store Locator is poor and requires too many clicks. Showing directly a map facilitated by a Geo-IP lookup would easily improve the experience and favour the generation of traffic to the boutiques.
  • No online booking allowed for Made-To-Measure service (usually performed at the boutique or concession).

On the plus side, from the Product Details Page it is possible to see in which boutique the product is available – although with no information regarding its actual availability..

The Maison & Designer

This is another area where the execution fell a bit short.. lots of copy (great for SEO), but not really formatted in an engaging and immersive way. More similar to a T&Cs page than to the background of such a great artist.

This is an area that could and should be improved with engaging rich media, ideally going behind-the-scenes to get a taste of the magic happening in Mr. Ford’s atelier – this being particularly critical to reinforce the brand positioning and grow market share in emerging markets.

In A Nutshell…

It is fair to say that the Tom Ford team did a great job with the first release of their new Digital Flagship. They showed they understand the strategic role of digital and e-commerce for Luxury brands and we are confident they will take it even further in the months to come.

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