Naomi Campbell in collection deal with Tom Tailor as German firm reinvents itself

By

Sandra Halliday

Published
Jun 28, 2017

Tom Tailor has announced that British supermodel Naomi Campbell is to market a collection under her own name in a deal with the German apparel giant.

The move comes as the company continues its bounce-back from a tough 2016 and launches a raft of initiatives to grow its business.

Two weeks ago it launched a new marketing campaign called Are You Ready…? and also announced a revamp of its two core brands, Tom tailor and Tom Tailor Denim.

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All of this is designed to make it more “modern, more provocative and above all unmistakable,” and the Naomi Campbell deal is another step in this direction.

It said a future cornerstone of its business will be design collaborations with celebrities from the worlds of fashion, music and media and three capsule collections are planned with the Naomi Campbell brand in the coming 12 months.

The first capsule offer will go on sale at the end of October and will have a Christmas and New Year theme, although a full-length cocktail dress will be available from the end of next month as a limited edition in selected Tom Tailor store and on its website.

The company said that Campbell’s status as a strong role model should have strong appeal for the firm’s target customers. It also said she represents a “cosmopolitan outlook”.

Tom Tailor said it has developed its new strategy following several months of analysis and customer surveys which found that the brand performs very strongly in rational values such as quality, value for money, trust and being reliably on-trend, but that it needs more excitement to really differentiate itself in the market from its competitors.

Campbell said the collections she will launch with the brand “are allowed to be a little more glamorous and daring,” than its regular offer.

Earlier this spring she launched her first beauty and fashion collection, Naomi Campbell Design, on Starlite’s website.