Tom Tailor fashion store retail design and marketing strategies

Innovation sets leaders apart:
CampbellRigg specialises in transforming fashion brands into emotionally resonant retail destinations through brand identity, store concept design, modular merchandising, and omnichannel communication. We align strategy with market insights to deliver phygital experiences that increase dwell time and sales performance. Our London-based team blends consulting, architecture, visual merchandising, and brand storytelling to help clients achieve impactful, scalable transformation. For Tom Tailor, we address segmentation, relevance, and experience design, creating a more inclusive, intuitive, and memorable environment that strengthens the brand’s path toward becoming a love brand.

The Problem as described in the Brief:
Tom Tailor faces declining differentiation in an increasingly competitive mid-market, where its brand image is perceived as overly masculine and insufficiently segmented for diverse customer needs. The existing store design, merchandising systems, and POS communication lack emotional resonance, limiting product visibility and ease of navigation. With a set investment ceiling of €1500/sqm, the challenge is to evolve the brand identity, enhance gender-specific clarity, increase sales density, and reposition Tom Tailor as an approachable, inspiring “love brand” within the casual fashion sector.

The Strategic Solution:

The strategy focuses on elevating Tom Tailor’s brand identity through gender segmentation, modular merchandising, and softer, more inclusive architectural elements. A bold storefront reintroduces the brand with clearer lifestyle cues, while strategic colour zoning and updated graphics ensure intuitive navigation. Modular systems enhance flexibility and visual excitement without exceeding investment targets. By amplifying product stories and reinforcing “casual fashion for a casual life,” the refreshed concept increases consumer engagement, elevates brand relevance, and strengthens Tom Tailor’s position as a desirable, everyday lifestyle destination.

Rebranding and re-engineering:
We create immersive fashion interiors that build brand identity and engage shoppers at every touchpoint.

Customer Experience Trends in the Phygital Era:

Customers increasingly expect a seamless blend of physical comfort and digital convenience. Phygital experiences, QR-enabled product discovery, mobile-led wayfinding, digital lookbooks, and interactive storytelling, extend engagement beyond the rack. Emotional cues such as lighting, materials, scent, and colour segmentation create intuitive pathways and longer dwell time. Younger shoppers prefer personalised inspiration sourced from social platforms, while families value clarity, efficiency, and comfort. Retailers that combine storytelling, modularity, and technology build stronger loyalty and deliver the frictionless, connected journeys consumers now consider standard.

Across the casual fashion segment, competitive benchmarks show accelerated shifts in customer behaviour: a preference for softer, inclusive brand identities; increased interest in modular store layouts; sustainability-minded shopping; and phygital interactions that merge brand storytelling with digital convenience. Retailers such as Mango, Esprit, and C&A are modernising their formats to achieve emotional relevance, stronger segmentation, and clearer architectural hierarchy.

For Tom Tailor, enhancing gender segmentation, refining brand friendliness, and elevating casual lifestyle storytelling are critical to remaining competitive. A refreshed flagship identity supported by purposeful merchandising and emotional brand cues will deepen loyalty and strengthen market positioning.

A refreshed brand identity combining modular design, inclusive storytelling, and phygital experiences for the next generation of casual fashion shoppers.

Discover how Tom Tailor evolves with modular design, gender segmentation, and phygital experiences. CampbellRigg delivers high-impact retail transformation for casual fashion.

Explore the next generation of fashion retail: inclusive branding, modular merchandising, and digital integration. CampbellRigg elevates the mid-market experience.

We aim to strengthen Tom Tailor’s appeal with inclusive design, colour zoning, and improved navigation. CampbellRigg shapes tomorrow’s customer-centric casual fashion experience.

Drive up to 30% ROI:
Increase average basket by 18% with Campbell Rigg’s tailored space planning and intuitive store navigation designs.

Our Four-Step Process:
1. Book a consultation call for free
2. Co-create a bespoke brief 
3. We execute the creative work fast
4. You see sales, brand loyalty and market share uplift

Schedule your consultation today and receive a free quote.

Cost-Effective Excellence:
Our pricing structure is highly competitive, offering exceptional value without compromising on quality or creativity.

Rapid Execution:
We move fast. From concept to implementation, our agile team ensures your project is delivered on time and to the highest standards.

Multidisciplinary Expertise:
Our team brings together seasoned brand strategists, architects, interior designers, and graphic designers, collaborating to create seamless, end-to-end brand environments.

Global Reach, Local Insight:
With successful projects delivered across Europe, the Middle East, and Asia, we combine international experience with local market understanding.

Scalable Project Delivery:
Whether it's a flagship technology store, an urban network or mall micro-branches, we manage and execute projects of all sizes, efficiently and effectively.

Proven Track Record:
Our designs evolve branch networks from purely transactional spaces into experiential, relationship-focused brand environments, enhancing engagement, elevating customer experience, and driving tangible business results.

Full-Service Creative Agency:
From rebranding and marketing campaigns to spatial design and rollout, we provide an integrated service tailored to your goals.