TOM FORD to Perform at the Highest Levels of Customer Excellence Takes a Customer Journey

Deﬁning a program to perform at the highest levels of Customer Excellence takes a customer journey

Customer Inspired Inference™ Morten Sørensen | Defining a program for TOM FORD to perform at the highest levels of Customer Excellence takes a customer journey

TOM FORD Brand Strategy and Growth Three-year linear customer demand direction forecasts 2021-2022

The TOM FORD Brand Trend - 3-Years, Worldwide and Shopping

Three-year customer brand interest show YoY decrease on a worldwide basis.

A brand's transformation strategy to strengthen online sales and improve/ optimise wholesale, franchise and retail channels in 2021-2022 may be a little empty without genuinely understanding WHY customer demands are heading in a given direction.

2 Morten Sørensen | Defining a program for TOM FORD to perform at the highest levels of Customer Excellence takes a customer journey

TOM FORD’s Growth Is Self-Deﬁned Bound by the WHAT, WHY, HOW and WHERE the customers focus on

Delighted

(UGC 2020YTD) Happy

Impartial

Unhappy

Angry

0% 10% 20% 30% 40% 50% The above result is TOM FORD’s buying customers (Users) reﬂection today.

Which value-based pricing ﬂexibility is offered to TOM Q: FORD while creating and capturing incremental value?

To what extent does TOM FORD feel it has good Q: knowledge on the customers’ focus to create value?

TOM FORD’s foundation is to understand the customers’ focus (value).

3 Morten Sørensen | Defining a program for TOM FORD to perform at the highest levels of Customer Excellence takes a customer journey

Benchmarking TOM FORD’s Customers Brings to focus a $308 million customer loyalty challenge

PRICING BRAND EXPERIENCE QUALITY

RETAIL-CHANNELS SATISFACTION

TOM FORD’s invisible co-dependent decisions drive and dominate today’s factors limiting growth

TOM FORD’s Customers expose $308 million

in (lost) brand value

There's a 91 percent chance these customers won't do business with TOM FORD again.

4 Morten Sørensen | Defining a program for TOM FORD to perform at the highest levels of Customer Excellence takes a customer journey

TOM FORD’s Customer Benchmark Score To match the ‘Best’ is a pure 2.5X Brand multiplier

No.1 Brand 80% CUSTOMER EXCELLENCE

SCORE 30

TOM FORD 30%

[Customer’s focus] “Nightmare Experience. Be warned

about this brand, they will ship a USED pair of

sunglasses and fail to exchange or return the used item

they shipped out to you.” (June 2020)

TOM FORD’S CUSTOMER EXCELLENCE JOURNEY

Today 2020 - 2023 30 2.5X Multiplier 80 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Match No.1 Customer Excellence score guarantees strengthened TOM FORD performance

5 Morten Sørensen | Defining a program for TOM FORD to perform at the highest levels of Customer Excellence takes a customer journey

One Customer Experience. Many Stakeholders The TOM FORD Brand Excellence journey touches an entire brand

BRAND EXPERIENCE 41% ⇩

PRICING QUALITY 43% ⇩ CREATE 51% ⇩ BRAND EXCELLENCE SUPERIOR VALUE

E-COMMERCE SATISFACTION 38% ⇩ 47% ⇩

DISTRIBUTION AND FULFILMENT

Divergent thinking creates the new and valuable territories. It’s these extraordinary nonconformists who challenge thinkers that add the most value.

Above are TOM FORD’s Customers’ focuses (frictions) that slow earnings growth

6 Morten Sørensen | Defining a program for TOM FORD to perform at the highest levels of Customer Excellence takes a customer journey

Notes Ideas, Thoughts, Questions, Clariﬁcations

7 Author

Morten Sørensen [email protected] +31 619 604014

BRAND LOYALTY UNDERSTAND PRICING RECOMMEND QUALITY IMPLEMENT 10X RETAIL-CHANNELS OPTIMISE SATISFACTION

My expertise and experience creating brand-value is unmatched. Guaranteed.

Report designed and published by Morten Sørensen for TOM FORD. The results presented in this report are brand representative.

The Customer Excellence Benchmark Framework: 1/ Incorporates only brand’s active customer-generated (UGC) data-points (shopping experiences) collected worldwide in 15 languages from product purchase(s) 2019FY - 2020 YTD. 2/ And customers who willingly shared their unbiased (user) experiences. The Customer Excellence Benchmarked program collected and analysed more than 1.8 million customer-generated (UGC) data-points (shopping experiences) across 45 leading brands that included adidas, ASOS, Balenciaga, Benetton, Burberry, Calvin Klein, Chanel, Coach, Converse, Desigual, Dolce & Gabbana, Georgio Armani, Geox, Gucci, Hackett London, Hugo Boss, Hunkemöller, Jimmy Choo, Kate Spade, Louis Vuitton, Lululemon, Michael Kors, Mr Porter, Mulberry, Net A Porter, Nike, Paul Smith, Prada, Puma, Ralph Lauren, Reebok, Saint Laurent, Scotch & Soda, Suit Supply, The Kooples, Timberland, Tod’s, Tom Ford, Tommy Hilﬁger, Under Armour, Valentino, Vans, Versace, Victoria’s Secret, Zalando. Copyright © 2021 LONDOS Consulting. All rights reserved.