Since this is relevant to Peter's departure, here are the pages of
Zegna Group's corporate presentation containing the strategy for Tom Ford Fashion:
Zegna
According to the presentation, here are Zegna's mid-term plans for TFF:
- Develop the brand's womenswear using the codes in the menswear
- Focus on womenswear, daywear, leather goods and shoes
- Expand the brand's reach beyond the domestic US market
- Double the number of flagship stores from 51 to 90-100
These plans obviously imply that Zegna plans is to transititon TFF from a somewhat niche designer label into a heritage luxury brand with Hawkings acting as a level of palateable consistency throughout the period. With him gone and the very likely chance of them outsourcing a successor, they now have to do this strategy alongside building a new aesthetic.
Tom Ford definitely prioritises "FASH-UN" and image, but doing so really requires both a forward-thinking designer and a open-minded luxury clientele. This was something Gucci had, but TF didn't, especially in the later years. The brand's collections, specifically its womenswear, were often a target for criticism its "outdated" image. Usually, I'd ignore this, but this criticism is reflected in the brand's numbers (30% is relatively small in the context of a woman-targeted industry). The TF woman has always been more like a love interest of the TF man rather than a main character.
