On September 15th, the Spanish jewellery/fashion brand announced a complete transformation in its internal and external brand identities. Founded in the 1920s, by Salvador Tous Blavi, a young apprentice in watchmaking, the brand felt a need to bring about certain changes back in 2020 when they were planning its 100th anniversary.
After having survived more than 100 years and keeping the heritage intact, the most obvious thing for the brand to do next was to adapt to a modern identity and thus ensure its survival for another 100 years, the president of the brand, Alba Tous, explained.
With this revamp, the brand now aims to endorse audacity, creativity, and a sense of humor as its new attributes while at the same time maintaining the brand DNA.
The brand has also adopted a new brand vision, “We craft a world of joy,” which essentially signifies that the brand envisions creating happiness through its excellent craftsmanship.
The Tous iconic bear has also been revamped into a three-dimensional one, and the brand’s logo from the 90s has been given a very modern, minimal but at the same time more readable makeover. A look that’s a trend with most luxury brands these days.
Other Aspects of the Brand Revamp
The brand is also working on incorporating all the new changes across all their 700+ stores with a very realistic store concept that involves renovating 25% of their stores within a span of a year.
The new brand strategy also involves, “a comprehensive review of customer relationship methods and an exploration of visual codes.”
This would mean providing their consumers with a vast variety of products, which will be achieved through an increase in the frequency of new product launches and also through design concepts that can execute multiple combinations.
An advertising campaign that conveys the brand’s new identity to its target consumers has also been launched at a global level across 50+ markets.
A New Phase for the Brand
With this transformation, Tous has entered a very new and exciting phase of its brand strategy.
In 2021, Tous made a profit of €384 million in sales and a net profit of €22.3 million and has high expectations that it will be able to reach a turnover of €400 million.
“That is our hope and we look forward to meeting that forecast,” the brand’s CEO was quoted as saying.
However, Tous also has to take into consideration the inflation rate, which has only been increasing, both in the European and Spanish markets. And although they have not increased their price yet, it is a very real possibility and option depending on how things pan out for the brand.
