Initial Situation

As an international oriented fashion company, the TOM TAILOR Group (includingly the umbrella brand TOM TAILOR and the brand BONITA) produces fashionable casual wear in the mid-price segment for all age groups.


Since the change of the CEO and the renunciation of the global expansion strategy we take care of the strategic conception. We also support on a long-term basis the internal and external communication while we accompany the widely arranged global restructuring program RESET. Hereby, it is important to strengthen the company’s reputation towards the public and potential shareholders in the course of the corporate turnaround.

Idea and Realisation

While taking care of the communication with external stakeholders we operate in the fields of media relations, issue management, CEO positioning, finance communication as well as investor relations. For our strategic communication we also use digital channels and relaunched the group website, conceptionally and editorally. We also support the internal communication and positioning of the CEO as well as internal events and the strategic development of a new intranet.


As a reasult of our measurements we were successful in gaining a positive perception of the results of the RESET program as an effective turnaround - in the public and with internal and external stakeholders. They also accepted the new CEO. The employer brand has been positively enhanced as well.


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