Tom Tailor fashion store retail design and marketing strategies

Innovation Sets Leaders Apart

At CampbellRigg, an innovative fashion retail branding agency based in London, we prepared the following design proposals for the management team of Tom Tailor Hamburg. The aim to drive meaningful transformation for the retailer.

Our expertise goes beyond helping clients find their direction; we work closely with them to bring their ambitious visions to life. As we explore ground breaking areas that didn’t exist until recently, we’ve updated our visual identity to reflect the dynamic shifts in the 'phygital' landscape of branding and design.

We create fashion retail brands that revolutionize markets, customer experiences, and employee engagement. Your brand is a story that unfolds across all customer touchpoints, and we are here to ensure that every interaction resonates.

Our team, made up of seasoned branding and interior design experts, guides management teams and marketing executives through effective strategies for attracting, engaging, and communicating with target audiences. With a blend of consulting, implementation, and brand marketing services, we help our clients achieve their business goals and aspirations.

Casual Fashion for a Casual Life Brief
Tom Tailor is an international fashion and lifestyle brand offering stylish casual wear and accessories at mid-range prices. Their portfolio includes TOM TAILOR CASUAL, TOM TAILOR Denim, and TOM TAILOR POLO TEAM, with 577 stores across 47 countries, catering to customers aged 0 to 40 years.

The Brief:

• Evolve the Tom Tailor brand identity to include gender segmentation for Man and Woman
• Enhance brand relevance across all genders, addressing concerns that the current image skews too masculine.
• Evolve the Tom Tailor store design, merchandising systems, and POS communications.
• Increase sales per square meter with the current investment level of €900 per sqm.
• Strengthen Tom Tailor's brand attributes with the goal of becoming a "love brand."

Our approach was to highlight product stories while reinforcing the brand’s "casual fashion for a casual life" ethos in a premium setting. We aimed to create a welcoming environment that amplifies product visibility and excitement for customers.

Strategic Solutions:

• Develop a modular merchandising system that adapts to the fast pace of casual fashion, making Tom Tailor a go-to destination for everyday wear.
• Redesign the store front to make a bold brand statement.
• Emphasize key attributes like ease, quality, approachability, and casual style.
• Use softer architectural and merchandising elements to appeal to a wider audience.
• Integrate strategic colour segmentation to better distinguish gender-specific product areas.
• Promote an inspiring and exciting brand experience, transforming Tom Tailor into a "love brand" for the middle market.
• Ensure clear navigation and focal POS hotspots that promote new arrivals and value products.
• Develop a more approachable and friendly graphic language to strengthen in-store communications.

By focusing on these objectives, we aim to increase consumer engagement, improve store navigation, and enhance the overall shopping experience, ensuring Tom Tailor’s continued success in the casual fashion market.