STORE OF THE DAY AUTUMN 2023: Tom Tailor Launches New Store Design in Vienna
"TextilWirtschaft" is a leading German language magazine in the fashion and textile industry. It covers various aspects of the fashion business, including trends, market analysis, retail strategies, and industry news. "TextilWirtschaft" provides valuable insights and information for professionals in the textile and fashion sectors. On September 20th, the magazine published an article titled "Store of the Day Autumn 2023: Tom Tailor Launches New Store Design in Vienna," which introduces the new design and concept of the German fashion brand Tom Tailor.
The following is the English translation to the article.
Timeless blue and sandy tones remind of the sea and coastline. Natural materials exude warmth. comfort, and tranquility. Semi transparent back wall elements and adjustable merchandise displays create a versatile and flexible collection presentation: Tom Tailor has launched its new store concept at Westfield Donauzentrum in Vienna, which marks the beginning of seven more stores in the new look.
"Our new concept reflects what we stand for: we are down-to-earth and casual. We create fashion for real people. We appreciate nature. Our stores should be places that invite you to be yourself. They are a 'comfort zone' for everyone," says Gernot Lenz, CEO of Tom Tailor.
The goal is to strengthen the brand experience and make it tangible through innovative design elements, as well as elevate the customer journey to a new level. Natural materials such as wood veneer, stone tiles, and recycled tiles are intended to reflect Tom Tailor's down-to-earth brand language and be close to nature. The concept development was done in collaboration with Landor & Fitch.
Modern, timeless, casual: Reduced to the essentials, the new stores aim to offer "simple retail" at eye level, inviting and comfortable. "Every design decision was made based on the brand's Hanseatic roots: colors and materials reflect coastal proximity - the blue of the water, the beige of the beach and sand, gray tones evoke rougher weather and wind," says the mainstream provider from Hamburg.
the "Casual Essential" area, according to the provider of women ‘s, men's, and kids’ wear, aims to highlight the brand's core competence in strong NOS (Never Out of Stock) product groups. It offers clear guidance and inspiration for customers to combine basics in various ways. Clear pricing communication facilitates purchasing decisions and contributes to finding timeless favorite pieces that should accompany customers for a long time.
The denim wall connects the Women and Men zones and focuses on the core product group, jeans. "A fit library and fit guide communication help customers find the perfect fit," is the underlying idea. The main corridor in the stores enables product-focused guidance of customers through the individual collection and product group areas. Sightlines and pathways are adapted to natural walking routes and ensure an effortless store experience.
The fitting rooms and checkout area provide points of contact for personal assistance at eye level, The dressing rooms are designed as relaxation areas with seating, and natural materials in shades of blue invite comfort. Tom Tailor ‘s brand language is immediately incorporated into the architecture. And the storefront without separating glass panes appears more open and invites customers to immerse themselves directly in the world of Tom Tailor.