Tom Ford expands e-tail to UK as market sees strong growth
In its first international expansion for Tom Ford’s e-tail site since its US launch in 2014, the luxury company has announced the rollout of the webstore to clients in the UK.
The company said the webstore at tomford.co.uk “serves as an extension of the luxury experience found within Tom Ford boutiques worldwide, and will include the entirety of the brand’s product selection including men’s and women’s ready-to-wear, accessories, eyewear and beauty.”
Ford himself said that since its launch, e-tail has become the company’s fastest growing distribution channel and it seems that the UK move is a logical one as he added that the company is seeing “incredible demand” in Britain.
The webstore was previously only available in the US and the UK addition follows the brand’s opening of a dedicated Tom Ford Beauty store in London’s Covent Garden several months ago. The brand’s beauty products are part of its deal with Estée Lauder Cos and the store opening highlighted the appeal of the brand to British customers.
The company said the UK-focused website will “remain consistent [with the US], both functionally and aesthetically. It will feature rich imagery and a dynamic design that is undeniably Tom Ford. The site will be equipped with extensive navigation and filtering, as well as behavioural targeting, to create an intuitive shopping experience.”
Visitors to the site at the moment will be able to find the newly launched SS18 ready-to-wear and accessory collections, “merchandised with convenient ‘shop the look’ functionality.”
And given that beauty is clearly a growth area for UK consumers, the beauty offer will include key new products, as well as the newly launched shade-finder that enables clients to shop lipsticks by finish, coverage, and shade. The Signature and Private Blend lines of fragrance, will be available there too including the still-new Fucking Fabulous and brand new Vanille Fatale.
Interestingly, the eyewear on the site will offer new styles that incorporate Blue Block lens technology. Tom Ford is the first and only luxury brand to incorporate this tech into its eyewear, it said, with the protective lenses designed to reduce the risks associated with everyday exposure to harmful blue rays from LED screens such as smartphones, computers and tablets.
The site will offer complimentary shipping and returns, and same-day delivery within London.
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