The Best ofIntima & Swim Edit
The New Underwear and Beach Space at TOM Tommasini
07 December 2017
Today the store looks towards the future with a development plan, supported by presence of important industrial partners, that aims to give the store an international dimension.
Tom Tommasini, located in Northern Italy, is one of the biggest fashion retailers in the whole country. It unfolds across 7,2223 sq. ft. of space including two floors and seven departments (Mens, Womens, Kids, Sport, Home, Floor One and T-Style). Managed by the Tommasini family from 1949 until 2016, today 100% of the capital of Tommasini Spa is owned by multinational company Dubai Holding S.r.l.. Today the store looks towards the future with a development plan, supported by presence of important industrial partners, that aims to give the store an international dimension. While the swim and lingerie section has always been outstanding, the store’s new look has been launched from here with the new TOM Underwear & Beachwear space, inaugurated on the 24th of June, 2017. Pietro Tanduo, the store’s General Director, tells us more.
TOM Tommasini has presented a brand new lingerie section, how was this important project born?
The new TOM Underwear & Beachwear came from a strategy to revise the entire store’s layout - taking intimates as a starting point, reviewing the entire women’s section and then following this with all of the other product categories. Apart from menswear, which was present in the old intimates department, the women's lingerie and beachwear space has been repositioned inside the store and renovated. This new look was carried out using the concept of corner solutions but with a more versatile and modern touch.
You touched on the atmosphere inside the store. How would you define the concept from a design point of view?
Innovative, visual and impactful. For clients, the layout is easy to understand and use and the space has its own particular stamp. The focal point of the store is the “fashion garden”, this suspended installation features mannequins seated in the air amongst flowers and plants. Needless to say, this is eye-catching and invites clients to take a closer look. In a multi sensual space, the two intimates and swim sections are identified by different fragrances and lighting. The latter is finely balanced between areas and was redesigned using advanced lighting technology; LED lights with different quantities of phosphorous enhance viewers perception of a single color in order to make products look their best. Thanks to new materials, created under a Swedish patent, even the floor has been updated in order to accentuate the intimates area with silent and comfortable solutions. Wooden furnishings, walls covered with a special coating which give them a fabric effect and the burnished, coppery metal structures come together to create an interesting contrast that gives the products center stage.
In terms of merchandising, how are the products organized inside the space?
The store unfolds across two distinct universes (2691 sq. ft. for intimates and 1076 sq. ft. for swimwear), organized by brand and subdivided by typology and function. The whole section, displayed on mannequins, shelves and hung, is on display and every item can be seen and touched. In terms of atmosphere and merchandising, the lingerie section has soft and feminine colors and even has its own dedicated flooring. Both areas include central strands and wall mounted branded structures, which are varied according to brand and product type. Brands with mixed offerings are on show in both “universes”. The general layout is completed by mannequins on platforms, showing off key themes and total looks. And last but not least, there is small but versatile legwear corner, complete with dedicated unit, in order to make a compact, clear and accessible display.
Can you describe the changing room area?
We have totally redesigned this section and the fitting rooms are one of the gems of the store’s new look. Away from the bustle of the store in a quiet location, the area is furnished like a lounge and even has armchairs for shopping companions and clients who are waiting. The eight changing rooms are both spacious and functional. Equipped with flattering lights they have been designed to offer a modern and comfortable fitting experience.
What has been the first feedback from your clientele?
We have around 80,000 loyal clients, who are profiled and constantly kept up to date through our newsletter, facebook page and SMS updates. For the new opening, we created a sense of anticipation with a real countdown. On the day of the inauguration, participation was exceptional and the store’s new look was welcomed enthusiastically. The perception of the store in terms of image has been raised but it hasn’t disorientated our clients as inside the store they found the brands, products and services that they know well, just offered within a more modern and appealing environment. This feedback confirms the positives of restructuring gradually; you can communicate your desire to stay up to date while staying in line with your market position. The fact that the store’s new look took off from the intimates section was no accident. The Underwear & Beachwear concept will drive our new approach to femininity in the world of TOM and will be used to guide the redesign of the whole women’s area.
How have you worked on your offer?
Positioned towards the medium to high range, our price segmentation is well researched and we have a selection of quality brands, which are well balanced between fashion, function and fit. In the future, we are planning to add to our brand mix with offers in line with our new image. In both swim and intimates, the new FW17-18 and SS18 entries are targeted more and more towards younger consumers with labels, fashion brands and those with a strong social media presence.
Our best sellers closely reflect the profile of our clients, who are up to date and trust our services. In the adult range, shoppers trust our staff’s advice on bra construction and fitting. On this front, plus size cups are sure to sell for us, while, running parallel to this, price point and a young, up-to-date feel have also proved to be an important driver, above all, for swim. In the corsetry segment, the most sought after brands are Chantelle and Verdissima, followed by Passionata and Twin-Set, while in lingerie it has proved to be Twin-Set, Verdissima, Paladini, Giada and Pepita. Pierre Mantoux and Max Mara lead the way for style in the legwear category but Philippe Matignon drives sales with a good combination of quality, style and price. When it comes to swim, Twin-Set, Verdissima, Chantelle, F**K, Mc2 Saint-Barth come out on top. Other brands like Valery, Raffaela D’Angelo, Roidal, Imec, Renata Malè and Rosa Faia are still very much appreciated for their versatility.One of the things that we are known for is the skill and professional training of our staff, accompanied by a wide range of extra services, from professional bra fitting and in-house tailoring to personal shopping for loyal clients (and, if they have certain needs, even at home).
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Sales Surface Area: 2691 sq. ft. for intimates and 1076 sq. ft. for swimwear
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