It’s not a joke: Tom Tailor, one of Germany’s biggest but -in terms of fashion-fowardness- also one of its most commercial fashion brands, has teamed up with no other than Naomi Campbell, THE supermodel diva of our times.
In context of its repositioning plans, Tom Tailor will be launching at least three joint capsule collections in co-work with the British supermodel over the next 12 months. The first one, a black-and-gold centered holiday collection, will be introduced to the market at the end of October 2017. One of the pieces, a floor-length cocktail dress, will already be dropped in selected Tom Tailor stores and online at the end of July.
Two weeks ago, the Tom Tailor management team around Chairman Dr. Heiko Schäfer launched its new marketing campaign headlined “Are you ready?” (created by Hamburg-based creative agency Loved GmbH) and announced their realignment plans for the company’s two core brands Tom Tailor and Tom Tailor Denim, aiming to position the lines in a more modern, provocative and unique way. Design cooperation with celebrities from fashion, music and media as well as local Hamburg artists will become essential in this context, as well as new (guerilla, social and 360°) marketing measures.
Tom Tailor’s new marketing strategy results from customer surveys where the brand was able to score high in the fields of quality, value for money and trustfulness, but those customers didn’t really attach concrete emotional values to it. “[These values are] basic for standings one’s ground in the mid-price market, but it’s not enough to strongly set oneself apart from competitors. This can only be reached via branding and emotions”, said Dr. Maik Kleinschmidt, Vice President Digitalization at the Tom Tailor Group.
Let’s see how many emotions Naomi’s holiday collection that mostly consists of black long- and short-sleeved T-shirts with “Naomi” or “Shine” prints on their chest will actually evoke amongst the Tom Tailor clientele.