Ethos of the brand

The ethos of a brand is their identity, what they stand for, what they want their brand to say. This plays a huge role in the selling of products, as it helps a consumer identify with and idolise the brand, meaning that the brand will obtain a prestige reputation and the products they create will sell themselves just by carrying that brands name. We submerge ourselves in the image of that brand, it creates a way for the consumer to feel 'included' in the lifestyle the brand is promoting.

Tom Ford's ethos is all about classic British tailoring and style, combined with skilled Italian craftsmanship. He also wants to provide his customers with the highest level of customer service and a uniquely tailored experience when shopping in his stores. If a customer comes in with a suit, they can bring their personal belongings and his team will create a bespoke suit with pockets in the right places to hold their things.

As far as the Tom Ford Beauty line, Estēe Lauder describe the ethos of the brand as 'redefining luxury in beauty. Tom Ford Beauty is a covetable collection of cosmetics and fragrances shaped with his singular vision of modern glamour and infused with the utmost quality and craftsmanship.' It is this vision that defines the Tom Ford Beauty brand, the packaging oozes luxury and the formula of his products is second to none. While other high end brands such as M.A.C and Illamasqua are designed with make up artists in mind, I think Tom Ford's make up and fragrances target customers looking to inject a little luxury into their life and choose a high performing product that is beautiful to look at and feels special. This is what Tom Ford has created with his instantly recognisable fragrance packaging, with his infamous scent Black Orchid achieving cult status for its originality. The high price point of the brand (even more expensive than most competitors) gives it a elite status, making it desirable to both those who can afford it and those who lust after it and save to do so.

The way in which Tom Ford advertises his products is also part of the ethos, the glamorous, sexualised campaigns featuring attractive men and women have come to be associated with the brand, giving the consumer a glimpse of the 'Tom Ford man/woman'.

Our brands (no date) Available at: http://www.elcompanies.com/pages/our-brands.aspx (Accessed: 12 February 2016).