Tom Tailor & BRIGITTE to create joint fashion line
21 Feb '12
2 min read
TOM TAILOR Holding AG is taking a further step towards strengthening its market position and widening its customer base. The lifestyle group has signed a brand cooperation agreement with BRIGITTE, Germany's leading women's magazine, to develop an exclusive fashion collection. BRIGITTE had been searching for a strong trading partner with whom to expand its BRIGITTE mail-order fashion and chose the TOM TAILOR WOMEN Casual brand following a selection process. 12 collections are to be designed and produced annually, which will be rolled out as premium segment items as part of the TOM TAILOR range.
The TOM TAILOR brand is one of the ten best-known fashion brands in Germany today and enjoys a high level of consumer acceptance. We wish to exploit this brand recognition in a targeted way, as it is the middle fashion segment in particular that offers a lot of potential.
'The collaboration with BRIGITTE will bolster our growth strategy extremely well: with a strong brand presence forged jointly with the women's magazine with the greatest coverage in Germany, we will be able to reach even more potential purchasers of our products,' commented Dieter Holzer, Chairman of the Management Board (CEO) of TOM TAILOR Holding AG.
The brand collaboration with BRIGITTE will begin in late summer with the introduction of exclusively developed fashion items for the autumn season. As part of the collaboration, the design team at TOM TAILOR and the fashion editors at BRIGITTE will work closely together and jointly design the collections. TOM TAILOR will be responsible for product development and production. The individual garments and accessories will be sold through TOM TAILOR and the BRIGITTE online shop.
The TOM TAILOR Group is an international and vertically integrated lifestyle company. It offers stylish casual wear and accessories for men, women, teenagers and children in the medium price range.
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