European retailer Tom Tailor announces the opening of the first store with a radically new concept in its retail network in the shopping mall "Okhotny Ryad". The changes relate to the design, zoning, presentation of collections in the store. The solutions used in the new concept are based on the main characteristics of the brand: democracy, convenience, functionality combined with the most current trends.

Collections are presented according to the principle of dressing room presentation. Customers are actually offered ready-made solutions. The clothes are placed in such a way that it is easy to assemble a full-fledged image.

Thanks to changes in zoning, more space has appeared inside the store, and navigation in the trading floor has become more convenient. There are no mannequins familiar to fashion retailers in the showcases. LED screens are placed at the entrance and inside the store, where videos showing Tom Tailor's seasonal collections are broadcast.

The interior of the store is decorated in loft style in combination with eco-style elements, brickwork is adjacent to wood details, which emphasizes the brand's compliance with the most modern trends.

Comments Artur Matemu, Managing Retail Director of Tom Tailor in Russia:When developing a new concept, our company adapted the best examples of European retail to its business objectives. It was important for us to make the store not only convenient for customers, but also to create an atmosphere identical to our brand. We tried to show its practicality in combination with fashion orientation. The new concept allowed to increase the capacity of the trading floor by 20%, and the trade turnover, according to our expectations, will increase by at least 15%.

Photo: Tom Tailor