LONDON — Tom Ford is a big hit in London.
The Tom Ford Men’s Wear collection went on sale last week at Harrods, and already the Knightsbridge store has reported waiting lists and preorders on key items.
Tom Ford Men’s Wear is stocked exclusively in London at the department store as part of a two-year partnership. There are also plans for a 1,175-square-foot Tom Ford shop-in-shop to open inside the store in late spring. This confirms a DNR report last October.
The brand’s next major store opening is set for Milan in June. The store will cover more than 10,000 square feet. A stand-alone Tom Ford flagship in London is scheduled for 2009.
“We are excited about the strong start we have seen on Tom Ford, and we are looking forward to a fantastic 2008 with the brand,” said Stewart Mancey, Harrods men’s international designer buyer. “It has had a fantastic start with all categories. Shirts and ties are clearing high quantities. Suitings in particular have performed very well, with no apparent price resistance.”
Mancey said key selling points in the collection include the working cuffs on jackets, side-fastening trousers and fabric selection. Shirts are all sold unfinished and tailored to customer requirements; belt loops on trousers are optional. Meanwhile the high-quality fabric on the three-piece pinstripe wool suit has impressed consumers.
“They offer a point of difference in the rtw market,” Mancey said. Hot products on the preorder and waiting lists are primarily from the cashmere range, including eggplant cashmere silk knits and ribbed cashmere cardigans in cream and navy. Each, in one week, has generated preorder lists of 10-plus people. The knits will be on sale in the store within the next month.
The Tom Ford rtw collection is currently housed in Harrods’ ground floor tailored clothing department. When the shop-in-shop opens, it will house the complete Tom Ford men’s offering, which ranges from rtw and made-to-measure clothing to footwear, accessories, eyewear, fragrances and beauty. The shop will also be located on the ground floor with direct access from Door 3 on Basil Street.
“We are excited to be launching the collection exclusively in the U.K. with Harrods,” said Domenico DeSole, chairman of Tom Ford International, in a statement. “With a clearly defined distribution plan in place and a discerning eye on quality, service and design, we are poised to establish the first true luxury brand of the 21st century.”