Tom Tailor

The new global Tom Tailor store concept was launched 2024 with landmark stores in Germany, Austria and Russia. The concept brings a completely new experience to the consumer and brand.
New experiences & services were incorporated and links the brick and mortar experience to the refreshed brand ID.

In a developed tiering strategy the scalable concept is being rolled out from Flagship store to partner stores from wholes sales Shop in Shop to Outlet.

The concept was designed with different facade solutions in mind - pushing the boundaries - with an option of a seamless experience from outside to inside with no glass facade blocking the consumer from entering. A strategy key retail developers are embracing in their mall guidelines as well.

The concept has with the “haven” a highly flexible story telling element, adjustable to all sizes and shapes. It provides a clear focal point throughout the consumer journey. It can be used for seasonal stories, product innovations or brand stories to tell. It not only can vary in size but also in height and offers a semi-see through slat system to not block the main view lines and orientation in the store.

Find more details below.

The store concept is highly flexible, very adaptable, versatile and gender-neutral. Designed with having a long-live cycle in mind, with low investment and re-fit costs as well as sustainable materials and construction. For the global roll-out a scalable, tiered and locally adapted version were created.

The hidden back wall height storage possibilities - a movable cabinet with a lightboxes and/or mirror - supports the operational daily challenges in the store.
It goes along with a more fashion-oriented product presentation strategy. Strong story telling, more hanging product and the possibility to gender neutral visual merchandising.

Credits

Fitch

Tom Tailor marketing, expansion and VM team