Tuesday, February 7, 2023

2022, the year Tous parks the bears to woo Gen Z

For an entire generation, Tous was the brand of First Communion gifts, ubiquitous bears, and long lines at Christmas. After a hundred years of trajectory, the question was what it was going to mean for the next,

Special 2022: The year the world got smaller

In 2022, Tous performs a triple acrobatics intended to fall into the arms of Generation Z: the company changes its identity and its corporate purpose, Includes a new logo that does not have the historic bear that has characterized the firm for the past thirty years, The goal is to have a brand “bolder, more creative and with a sense of humor”, as explained by the group.

Tus wants to compete on a level playing field that belongs to the young people who dominate today’s generation start up Like Padpaola or Singularoo, with more rock and roll and a less soft image.

The change is part of the Tous Next transformation plan, which is based on three axes: a focus on the customer and digitalisation, fostering responsibility and sustainability, and reviewing processes to achieve maximum efficiency and agility.

The project has also driven out markets such as France, the United Kingdom and Italy, where it now operates entirely through online channels. Taus also rearranged its presence in Russia, where it temporarily closed its stores following the outbreak of the pandemic and eventually handed them over to its franchisees.

Company owned by Partners Group, Closed 2021 with a turnover of 384 million euros by 2021, he was confident of finally recovering pre-covid incomeWith a volume of 400 million euros.

The Tous Next plan has been accompanied by a whole battery of signatures over the past year, including Javier Rebes, a former Caixbank, as director of digital strategy. new business, Anna Seo’s with experience at Nike or Adidas as director of brand experience; Jonathan Delfino, formerly of Pandora and Swarovski, as merchandising director, or Aristocracy’s Christina Zazzo for design.

Zazo’s inclusion was part of a reorganization in the design and communications departments, through which Rosa Tous took over. Access and Relevance Officer,

Nation World News Desk
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