Tom Tailor Fashion Retail Store Design, VM & Branding
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.
CampbellRigg was commissioned by Tom Tailor to create an integrated fashion retail strategy, delivering brand positioning, store design, and visual experience solutions that reinforce brand identity, elevate the customer journey, and generate measurable commercial results across its retail network.
Our collaboration focused on translating brand strategy into compelling in‑store experiences that reflect Tom Tailor’s heritage while positioning the new brand identity, store design and marketing for future growth in a competitive fashion market.
Above: The new logo design
Tom Tailor’s portfolio includes approximately 577 directly owned retail stores worldwide, mainly across Europe. Additionally, the brand’s full retail network includes about 170 franchise stores, an extensive number of shop‑in‑shop locations (around 2,300) and over 10,100 multi‑brand points of sale. The brand primarily targets customers aged 0 to 40.
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.
Retail Challenge
Tom Tailor sought to elevate its store environments to better reflect its brand values and create stronger connections with customers.
Key challenges included:
• A retail experience that lacked visual and spatial cohesion
• Brand identity not fully expressed in the physical store environment
• Inconsistent merchandising systems and wayfinding
• Sub‑optimal customer engagement and interaction zones
To overcome these challenges, Tom Tailor needed a strategic design framework that bridges brand positioning, store environment design and shopper experience optimisation.
Brand Narrative & Positioning
We partnered closely with Tom Tailor’s leadership to define and articulate a clear retail brand narrative, one that resonates emotionally with customers while aligning with commercial ambition:
• Store Environment & Spatial Planning
• Intuitive store layout and circulation
• Visual language that reflects the brand‑promise
• Cohesive signage and wayfinding systems
• Merchandising zones that support product discovery
These elements work together to create an environment that feels cohesive, engaging and aligned with Tom Tailor’s brand values.
What We Delivered - A Distinctive Brand Identity, Marketing Style and Store Environment
We developed a retail expression that strengthens Tom Tailor’s presence across brand marketing, store formats through a unified visual identity and spatial strategy.
Impact & Business Value
Our solutions enabled Tom Tailor to:
• Strengthen overall brand perception, marketing and store coherence
• Improve customer engagement and dwell time
• Enhance product visibility and merchandising impact
• Support commercial performance through elevated retail experience
Enhanced Shopper Experience
From entry to purchase, every touchpoint was considered to improve customer flow, navigation and interaction. This included:
1. Clear product categories and curated zones
2. Strategic focal points for key collections
3. Seamless transitions between visual storytelling elements
4. Engaging brand moments that invite exploration
Impact & Business Value
Our solutions enabled Tom Tailor to:
• Strengthen overall brand perception and store coherence
• Improve customer engagement and dwell time
• Enhance product visibility and merchandising impact
• Support commercial performance through elevated retail experience
The result is a fashion retail environment that reflects the brand’s identity while supporting both emotional engagement and commercial outcomes.
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
Above and Below: Store format optimization planning
Below: Detail of merchandising system design.
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 fashion store, an urban network or mall store, 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.
