Tom Tailor unveils new brand identity

Tom Tailor has kicked-off the New Year with a new brand identity, which was unveiled at the fashion fair Bread & Butter in Berlin,

held from January 14 to 16. The new brand concept will be rolled out across Germany as well as in all the other international markets, where the brand enjoys presence. The new concept will also be reflected in the collections, product presentations and stores.

“Brands today need to be more than just clothing or styling. What is important to consumers is an attitude, a meaning,” said Dieter HoLzer, CEO of Tom Tailor Holding, adding “With the rebranding of our Tom Tailor brand, we have raised the profile of our brand while also reflecting the changes in consumer behaviour. The core element of the Tom Tailor brand will of course continue to have a place in the rebranded image - but it will be complemented by new design and style aspects.”

Since its inception in 1962, Tom Tailor has developed into a fast -growing, internationally positioned brand. It addresses consumers for whom individuality, confidence and activity are important, and who live in a dynamic, urban environment. And these aspects which have been optimally combined in the new brand concept. Brand will continue to be in the mid-range market, but positioned as a new urban player. This is reflected in the new mantra: ‘Life is a game, play it, be confident, dress in style.’

The design brings sporting elements together with sophisticated metropolitan trends, and in future, brand collections will be divided into three lifestyle worlds: Urban - Fashion - Gear. Urban wear stands for stylistic confidence and modernity and has the largest share of items in a collection. Contemporary urban style is largely composed for high fashion with a clear, unmistakeable statement and American College Sports (Gear) for casual clothes with sporty design elements.