Four years and nearly a dozen collections after coming back into fashion, Tom Ford has officially launched his e-commerce site. The move is a big step in branching out the brand that has been purposely exclusive for some time now.
“The way the system works now, you see the clothes, within an hour or so they’re online, the world sees them,” he told WWD in 2010. “They don’t get to a store for six months. The next week, young celebrity girls are wearing them on red carpets. They’re in every magazine. The customer is bored with those clothes by the time they get to the store.”
Needless to say, he was reluctant to get into the digital space.
Visitors to TomFord.com are welcomed with large photos of the different merchandise available that include handbags, shoes, small leather goods, eyewear, jewelry, the Tom Ford Beauty collection of cosmetics and fragrances. His ready-to-wear clothing will be on the site in the future.
“I have waited patiently to introduce e-commerce until I felt the foundation of the brand was well established offline,” he said. “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.”