TOM TAILOR Holding SE
Star Collection:Naomi Campbell designs for TOM TAILOR
DGAP-News: TOM TAILOR Holding SE / Key word(s): Alliance/Market launch Hamburg, June 18, 2017. She has been one of the most sought-after top models for over 30 years and is one of the world’s supermodels. Now the British-born Naomi Campbell is marketing a collection of her own in collaboration with the Hamburg fashion house TOM TAILOR. With the launch two weeks ago of the marketing campaign “Are you Ready…?” the team around board chairman Dr. Heiko Schäfer signaled the start of the re-orientation of the two core brands TOM TAILOR and TOM TAILOR DENIM. More modern, more provocative and above all unmistakable – these are to be the future hallmarks of the new brand communication of the in 1962 established fashion house. Now the TOM TAILOR GROUP reveals a further cornerstone of its new positioning: in future, design collaborations with well-known people from the worlds of fashion, music and media, will play a stronger role. The first Naomi Campbell capsule will go on sale at the end of October and will have a Christmas and New Year theme. The British model is accentuating black and gold, which perfectly complement the other collections. The first design, a full-length cocktail dress in blue and rosé will already be available at the end of July, in limited quantities, in selected TOM TAILOR stores and on the online shop. “Naomi Campbell is a fantastic brand ambassador for us”, comments Dr. Maik Kleinschmidt, Vice President Digitalization at the TOM TAILOR GROUP. “She has worked her way up on her own and has had an outstanding career. She is a role model for a whole generation that has been inspired by her self-confidence and inner strength and so she has become an icon. Exactly this generation constitutes the core of our target groups, and this is why Naomi was our preferred candidate.” Dr. Heiko Schäfer, chairman of the TOM TAILOR GROUP, adds: “By choosing an international model such as Naomi Campbell we also want to signal the cosmopolitan outlook and confidence we as a Hanseatic company have in our DNA. We want to communicate this to the outside world alongside the “positive moments” that we show in our campaign”. The new marketing strategy is the result of months of analysis and customer surveys, which found that TOM TAILOR performs very strongly in rational values such as quality, value for money, trust and being reliably in trend, but that customers do not associate very much with the brand. “This is the basis for holding firm in the market of the center ground but it is not sufficient to differentiate us clearly from our competitors” sums up Kleinschmidt. “That only works via the brand and emotions.” “I am astonished at the energy and vigor that the TOM TAILOR Team has invested in recent months in the re-orientation of the entire company,” explains Naomi Campbell. “TOM TAILOR is one of the most well-known German fashion labels and I very much like the collections. However, my clothes are allowed to be a little more glamorous and daring, something I have tried to convey in my designs. I am very curious how the collection will appeal to customers and am looking forward to further collaboration.” Naomi Campbell is the first collaboration partner to design collections together with the Hamburg fashion house. Further special editions are being planned, with collaboration with Hamburg artists also being considered. About TOM TAILOR GROUP TOM TAILOR GROUP is an international, vertically aligned fashion and lifestyle company that focusses on so called Casual Wear offered in the medium price segment. The product portfolio is complemented by a broad range of fashionable accessories. With its umbrella brands TOM TAILOR and BONITA, the Group addresses various segments of the fashion market. The TOM TAILOR brand is marketed through the retail and wholesale segments, and thus through single-label stores as well as wholesale partners. At the end of 2016, these comprised 469 TOM TAILOR stores and 195 franchise stores, 2.992 shop-in-shops and around 8,400 multi-label points of sale. The brand is present in more than 35 countries. BONITA has 914 retail stores as well as 56 shop-in-shop spaces. The collections of both brands are also available through their respective online shops. Further information is also available at www.tom-tailor-group.com and www.BONITA.eu Media contact Lena Christin Wulfmeyer Lisa Gut
28.06.2017 Dissemination of a Corporate News, transmitted by DGAP – a service of EQS Group AG. |
Language: | English |
Company: | TOM TAILOR Holding SE |
Garstedter Weg 14 | |
22453 Hamburg | |
Germany | |
Phone: | +49 (0) 40 589 56 0 |
Fax: | +49 (0) 40 589 56 398 |
E-mail: | info@tom-tailor.com |
Internet: | www.tom-tailor-group.com |
ISIN: | DE000A0STST2 |
WKN: | A0STST |
Listed: | Regulated Market in Frankfurt (Prime Standard), Hamburg; Regulated Unofficial Market in Berlin, Dusseldorf, Hanover, Munich, Stuttgart, Tradegate Exchange |
End of News | DGAP News Service |