Tom Tailor
We build fashion store brands designed to transform markets.
Profitable. Store Optimization.
Casual fashion for a casual life" is the message from a German fashion retailer. This includes store audits, interior design, and brand communications.
Tom Tailor fashion retail interior store design and brand communications concept in Germany.
We showcased the latest product stories, making "casual fashion for a casual life" central to the message. The store design included interiors, merchandising systems, lighting and graphic communications.
Location - Hamburg, Germany.
Casual fashion for a casual life
Tom Tailor is an international fashion and lifestyle brand known for offering stylish, casual wear and accessories in the mid-price range. The company’s portfolio includes TOM TAILOR CASUAL, TOM TAILOR Denim, and TOM TAILOR POLO TEAM, with 354 stores across 35 countries. The brand primarily targets customers aged 0 to 40.
The Brief: Our objective was to develop proposals for the evolution of Tom Tailor's brand identity, store interior design, merchandising systems, and point-of-sale (POS) communication. The goal was to make the brand more relevant and appealing to a broader customer base, particularly by softening its current, overly masculine feel.
Key project goals included:
- Enhancing brand appeal to both male and female genders
- Increasing sales per square meter while maintaining an investment level of €900 per sqm
- Evolving Tom Tailor into a “love brand” by amplifying its core attributes
- Making “casual fashion for a casual life” the central message while presenting products in a premium environment
We proposed solutions to increase visibility and excitement around Tom Tailor’s product range by using a softer architectural language, streamlined merchandising solutions, and impactful graphic design. We focused on highlighting new product categories and emphasizing value for money.
At the core of the concept was a modular merchandising system designed to adapt to the fast pace of fashion, positioning Tom Tailor as the go-to brand for casual fashion.
Strategic Objectives:
- Create a bold brand statement through the store’s exterior design
- Showcase Tom Tailor’s core attributes: ease, quality, and approachability in casual fashion
- Emphasize the message “casual fashion for a casual life”
- Soften the store’s aesthetic to attract a broader customer demographic
- Use strategic color coding to differentiate gender-specific areas
- Build brand excitement and inspiration to foster a "love brand" for the middle market
- Improve store navigation between men's and women's product lines
- Establish focal POS hotspots to highlight new products and value offerings
- Develop a friendlier graphic language to enhance customer engagement
By implementing these changes, we aimed to transform the Tom Tailor shopping experience into a dynamic and inviting environment that caters to a wider audience while staying true to its core identity.
