Tom Tailor Runs High-Performing Multi-Stores - Spryker
Relaunch with the Spryker Commerce OS

Tom Tailor Runs High-Performing Multi-Stores

  • 3 brands

  • Operating in 21 countries

  • B2C & B2B

  • 1 million + monthly visits

  • € 1 billion revenue in 2016

“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

Cases Details

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. Surprise or no surprise, it has become crystal clear that the big players take it all. In the year 2016, the top 20% of fashion businesses grew by 44% more than in the entire decade before, tearing ahead of the 5% growth objectives of most of the other 80%.

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 previously outsourced shop system solution that made any changes complex and costly- and big developments practically impossible. Driven by high demands for solid shop performance, quick market adaptations, and competitiveness, the casualwear company was keen to find a solution that would bundle all of its retail and wholesale operations in one powerful system.

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

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)

Core features

  • Gift Card

    A flexible way for customers to purchase a gift for someone.

  • Discounts

    To drive conversion rate with special offers

  • Product Groups

    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)

Spryker Industry Partner in this project

Thanks to the Spryker Commerce OS, Tom Tailor looks back on a stable and solid shop performance. Smoothly tackling any traffic peaks, the brand realized over 240 percent increase in order volume for the recent Cyber weekend.

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