“We understand digitalization as enabler for business. Independent of a shop, you have got to have digital ownership. If that’s outsourced, you won’t be able to develop good features for omnichannel, digital merchandise or virtual integrations. Of course, we work with partners. The architecture is fully owned by us though. Spryker helps us realise this.”Steven Mattwig, Head of Global E-Commerce, Tom Tailor
Relaunch Tom Tailor & Spryker Commerce OS
B2C & B2B
1 million + monthly visits
€ 1 billion revenue in 2016
Operating in 35 countries
A valuable playground with fierce competition
With an estimated global value of three trillion US-dollars, there is a lot of money to be made in the fashion industry. However, Business of Fashion reports that 67 percent of fashion business executives feel that conditions for the industry have worsened in 2016. The main reason is likely to be found in the industry’s low sales growth which has slowed down to just two to three percent and resulted in stagnating profits.
In this mass of different players, how can a fashion brand ensure growth and profitability for the upcoming years?
The Tom Tailor Group has been successfully keeping its leading position in the Casual Wear segment since its foundation in 1962. As one of the top 10 fashion brands in Germany, the brand targets 25 to 45 year-olds with a keen interest in affordable, quality and fashionable casual items.
Managing the transition from offline to multi-channel
The fashion industry is very trend-focused and requires rapid product innovation in order to cater to ever-changing styles and ways of self-expression. In recent years, the way through which consumers dive into the brand experience has changed a lot. User journeys are no longer merely brick-and-mortar but a mix of digital and offline with a variety of devices at play. Constant innovation is no longer restricted to an evolving product range, but also affects the entire interaction with the fashion brand. This is why Tom Tailor opted for a platform solution that will remain flexible for whatever interface will be the best channel to and for customers in future.
Launching Spryker – a game changer for Tom Tailor
Tom Tailor’s objective for their relaunch was clear: moving away from its outsourced shop system solution that made any changes complex and costly- and big developments practically impossible. Driven by high demands for flexibility, performance and quick market adaptations, the casualwear manufacturer was keen to give its commerce solution a complete make-over. Spryker Commerce OS (SCOS) now empowers the brand to provide a competitive, multi-store customer experience. While reaching consumers in their most convenient channels and collecting data from any interface, the casualwear brand has been able to increase productivity and ROI.
Tom Tailor Pre- and Post-Relaunch
Direct comparison of pre- and post-relaunch
Technology Ownership Pre-Launch
Completely outsourced platform, hosting and development.
Technology Ownership Post-Launch
Ownership of commerce requirements, data and new feature development. Outsourced providers for email, PIM, loyalty programmes, fulfillment and payment.
Developing new features was expensive and implementation took weeks or months. Big changes were near to impossible.
Spryker Commerce OS allows for daily releases of new features and enhancements. Any interface that goes beyond a classic desktop shop can be enabled. Features are constantly expanded and feed into the individual Tom Tailor solution.
Originally personalised solution did not meet advanced technology requirements and customer needs anymore.
Rather than being presented with a fixed bundle, Tom Tailor is able to choose the feature sets they actually need, which enables the brand to offer the most relevant user experience.
Make do arrangement within obsolete commerce solution
High Spryker Commerce OS performance results in higher loading speed, strong flexibility and quick development turnover.
Tom Tailor’s Implementation Partner
superReal supported Tom Tailor on implementing the system relaunch. Planning, building and optimising the relaunch through A/B testing, the core of Tom Tailor’s online experience is now based on an agile and high performance solution.
Tom Tailor and superReal Interview
„Mit Fashion ganz vorn in der Plattformwelt“
Steven Mattwig (Tom Tailor) and Oliver Cloppenburg (superReal)
A flexible way for customers to purchase a gift for someone
To drive conversion rate with special offers
With cross-linked product variables to make sure that a product’s different colours and sizes link to the same item
CMS content widget
For adding dynamic content to pages (e.g. single product, product lists, product groups or product sets)
Thanks to the Spryker Commerce OS, Tom Tailor looks back on a stable and solid shop performance. Smoothly tackling any traffic peaks, the brand realised over 240 per cent increase in order volume for the recent Cyber weekend.