Unit 31: task 3
In this task, I will be discussing how Tom Ford portray their image of business and meeting their
target market and analyse how a chosen fashion retailer has developed an image that is
compatible with its target market and product range. I will then go on to evaluating the effect of
image on the success of Primark as a fashion retailer.
Retail image
Retail image is an important thing a business must have in order to maintain their reputation as a
business. In relation to my chosen fashion retail business, Tom Ford. Tom Ford’s retail image towards
their customers tends to be positive and healthy. This is highly significant to all the associate with the
brand including managers, employees and even customers. The retail image could determine eon
whether the business will be successful or not. Therefore, having a healthy retail image is great for
business, good retail images mostly are mostly connected with high end fashion retailers as their
performance towards the business is much more organised and tactical than other fashion retailers
such as H&M, BHS and Primark.
Advertisement/promotion
Tom ford’s retail and corporate image is mostly gained through the celebrity’s fame, seeing as the
owner of Tom Ford himself is a well-known celebrity and an ex designer for Gucci and YSL. Their
target markets are rich and wealthy people who live the high and expensive lifestyle. Celebrities are
one of the reasons why there is such thing as ‘trend’, high end fashion retail dress up celebrities in
their latest product which makes the fans go crazy over it. The fact that they hardly do any discount
on their products especially on big sales day such as boxing day and black Friday, this shows how
much of a prestigious brand it is and tops the fashion business industry. One way in which Tom Ford
is prestigious is their method of advertisements, for example, their products are only advertised on
celebrities and at big events such as London fashion week, tom ford doesn’t use above the line
promotion for their product. This shows how luxurious their products are for it to be displayed on a
billboard or heard on the radio.
Ambience/service level
Tom Ford stores are very peaceful calm store. The mood of the store is classical; this is by having low
volume music in the background which puts customers in to a mood to feel good and purchase at
their store. Most customers that shop at Tom Ford live a luxury lifestyle, therefore the atmosphere
and setting of the stores must be well prepared to put their customers in a good mood. Tom Ford’s
customers are mostly wealthy and classy, whereas those who shop at low end fashion retailers such
as Primark are working class customer which earn low to medium. Those who shop at Tom Ford are
welcomed by workers and are given assistant for almost every step they take in the store, this shows
they value all their customer and hope they leave with a good mood and satisfactory with the item
they purchased. Customers are treated so well to a point that when they purchase an expensive item
from the store, they will then be offered refreshments. Some customers are lucky enough to be
taken into their VIP rooms, where there are elegant sofas and a bit private in order to feel
comfortable. Tom Ford stores lighting is intelligently set up, for example the lights apart from the
ceiling lights are all pointed at their products, this makes their products stand out and more likely to
be purchased due to the way its presented to customers. The stores must reflect to its brand, for
, Unit 31: task 3
example, stores must be welcoming to the wealthy and luxury customers, also because it’s a high-
end fashion retailer, they must present themselves in the right way.
Layout/visual displays
Tom Ford is unique at decorating and laying out their stores, which enables customers to visit their
stores and feel very welcomed and focused. The lights in the stores are very bright and shinning at
their products. Tom ford stores are well organised and know how to make their products stand out,
for example, their products are shined on with spot lights. Apart from standing their products out,
Tom Ford stores have luxurious items such as comfortable and stylish sofas, tables and lamps to
make their customers feel comfortable, staffs at tom Ford also keep their customers company with
popular magazines and other services such as serving them with drinks. These services give
customers a sense of comfort, it also reflects on the brand image. The luxury atmosphere in the store
reflects on the brands image, this is because Tom Ford is a high-end fashion retail, therefore, their
image to their customers is high important. the visuals display of the store consists of well organised
and displaying of products. Due to its brand image, Tom Fords stores visual displays aren’t too noisy,
in other words, they don’t display a large number of products. For example, for each different
designed/colour shirt or jumper they will have only one in each size to keep the shelves simplified
and light.
Staff and customer
Dress codes
At Tom Ford stores, staffs are always available to assist a customer and are much more efficient than
other low end fashion retailers such as H&M and Primark. Staffs at Tom Ford are very familiar with
their products, they know everything about every piece of item, and this is helpful for customers to
when they ask about the products. Most customers are interested to know about the product they’re
buying, for example, what it’s made from and how efficient it is. Staffs at Tom Ford have a dress code
which reflect on the business brand image. Tom Ford staffs including employees and managers dress
code is very class and sophisticated. The colour of the staffs dress code is mainly dark heather grey
which matches the stores decoration colour, this colour is luxurious. Employees are also dressed in
tom ford outfit; this allows them to be part of the brand as well as give their customers an idea of
how the product looks when its worn.
Level of service provision
Tom ford delivers a high level of service to their customers, whether they’re a serious buyer or a
potential buyer. By this, we could see the principles of Tom Fords level of service provision as it
reflects on its brand image. Tom Ford welcomes their customer and assist them throughout their stay
at the store, this shows they value all their customer and hope they leave with a good mood and
satisfactory with the item they purchased.
Fitting rooms
Tom fords store fitting rooms is very identical to the decoration of the actual store; this includes the
elegant sofas, tables and spot lights. Fitting rooms at Tom Ford are set up much differently to a fitting
room you will find at JD sports or foot asylum. Their fitting rooms are well spacious with large fancy
