- Simone Preuss
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German clothing company Tom Tailor has announced its new smart casual
line “mine to five”, which addresses the needs of a workforce comprised
increasingly of women. They question the old-fashioned rules of office wear
with black costumes and pantsuits more and more, according to the company
in a press release on Tuesday. The new line will be available from February
2020 but visitors of the upcoming Panorama fair in Berlin can get a first
preview next week.
“The trend towards casualization continues to increase,” said Heiko
Schäfer, CEO of the Tom Tailor Group, in the press release. “Already 80
percent of the business market is in the business casual wear sector and
the annual growth rate is at 1.5 percent. Our advantage with Tom Tailor is
that casual is anchored in our DNA and we can fully exploit this strength.”
The new collection combines fashion-conscious working women’s style and
attitude in her choices for business wear as well with her individuality in
the after-work smart casual wear. “Our female customers are passionate
about their work and want to underline this with their fashion”, said
Andrea Homann, vice president brand of Tom Tailor Group. “That’s why we
developed mine to five in such a way that the styles are the perfect
companion not only for 9to5, but also for 5to9.”
Expecting further growth from formal to smart casual wear, Tom Tailor’s
new smart casual-line designs are suitable for the office as well as after
office hours. Key products include blazers, pants, dresses and skirts with
colours, accents and deliberate breaks in the collection for “striking
visibility and attention, valuable qualities, good fit and at the same
time, modern designs”. “With mine to five, we help our customers to look
both fashionable and style-conscious in their business looks and thereby
feel confident, safe and easy”, added Homann.
Hamburg-based clothing group Tom Tailor Holding SE has been through a
lot lately: After facing a summer lull, then budget cuts, store closures
and other cost-cutting measures, the company had a takeover bid from a
Chinese investor and went through uncertainty regarding the sale of its
label Bonita. In short, Tom Tailor has been in a restless state for a few
years now but has recently been able to secure bridge financing that will
see the company through the middle of August.
Photos: Tom Tailor
