After the release of Jay Z's song, Tom Ford, we were somewhat perplexed by the somewhat unusual marriage between the two brands, which are somewhat differently positioned. Ford's namesake collection is the result of careful planning and has been years in the making, dating back to his days at Gucci and YSL, and so, the decision to allow the repeated use of his personal name, brand name, and trademark in a rap song is somewhat questionable. While we are still very curious (and somewhat doubtful) as to whether the Jay Z-induced popularity that Tom Ford is undoubtedly receiving at the moment is actually translating into sales, it is translating into something, and that's online traffic. According to the Los Angeles Times, “Tom Ford” searches increased by 155% in the last month, and increased in search popularity from a position of 24 (on a scale from 1-100) to 97 on the day Jay Z's song hit the web, according to Google's ratings. However, there is no clarification as to whether people were searching for Tom Ford, the fashion designer, or Tom Ford, the Jay Z song.
Thanks to Jay Z (a Tom Ford customer), the designer's name is certainly garnering quite a bit of attention and very likely to be gaining a more expansive audience than before. However, fashion is a business, and in terms of the bottom line, this spike in interest will basically only be worth it for Ford if sales increase, and there's no evidence that the song has impacted Ford's sales in any way just yet. As we've said before, there is no guarantee that such increased awareness will have a positive effect on Ford's brand, especially given its positioning in the upper echelon of the luxury market, where exclusivity and unattainability reigns. We will have to wait and see if the song bolsters Ford's image or does damage to Ford's uber-exclusive brand name (by making it a mainstream thing). Thoughts?