The Sandton City flagship store is a warm, luxurious
and sensory space offering customers an exclusive array of fashion, shoes and
accessories that celebrate the brand’s dedication to colour, quality and that unexpected pop.
Enter through signature brass arches that
compliment expansive brass framed windows capturing glamorous scenes from black
tie affairs to cafe moments.
You are invited to embark on a journey of
sensory exploration that elevates shopping to an entirely new level. Vibrant
music sets the tone and the fresh scent of COMME des
GARÇONS Amazingreen fills the air as a glass of rich and
multi-layered Chivas 18 touches your lips. The finest fabrics glide across
fingertips and the eye is drawn to distinctive Fabiani detailing thoughtfully
placed throughout the space.
The store’s lux wardrobe merchandising
encourages you to contentedly browse and select pieces as you would in the
comfort of your home. Imported mannequins dot the store, bringing the brand’s
fashion vision to life in a quirky and eye-catching way. A halo lit shoe wall, achieved by glowing
tubing in Fabiani’s signature pink, draws you in and invites you to relax on
one of two specially commissioned Fabiani French Chesterfield couches.
The spacious changing area boasts a tailors
mirror and an iconic heritage wall celebrating style since 1978. Original
Fabiani stores, campaign faces and members of the iconic team wallpaper the
space, taking you back in time to the soul of the brand.
A bold new design feature, in the form of an
expansive and impactful media wall, completes the sensory experience, streaming
the latest Fabiani fashion show, seasonal campaign and exclusive behind the
scenes footage.
A
Tailored Experience.
With the
steady flow of international brands flooding the South African market, Fabiani
stands apart by continuously refining the personalised service for which it has
been renowned for over three decades. Great attention is paid to the
customer shopping experience with luxurious complimentary touches such as
beautifully wrapped parcels; complimentary same day tailoring and shirts
freshly steamed and placed inside Fabiani travel bags upon purchase. Completing
the customer journey, an attentive fashion consultant walks you to the door
with your purchase, shaking your hand and thanking you for your custom.
Out
With the Old.
In order
for the existing Sandton City store to be translated into Fabiani’s exclusive
flagship store concept it was necessary for it to undergo a major refurbishment.
The store, based in a shopping mecca for fashion aficionados, is one of the
most valued in the brand’s current property portfolio, alongside the stores
such as the V&A Waterfront in Cape Town. A local expansion strategy focusing on the careful
selection of further key locations within South Africa sits
alongside plans to expand across Africa, servicing the demand for Fabiani
across the continent. The latest
flagship store concept and sensory experience will be rolled out to existing stores
and continuously evolved to match and exceed international innovation within
the retail space.
Market
Matters.
When
asked about a change in male consumer buying habits, Fabiani’s Designer,
Nat
Iqani comments, “There is far more choice in the market now. With
brand’s pushing to consistently increase their online presence and
international operators pouring into the country, men now are
becoming
more selective, but in the same breath they are also buying more because they
are in the know.” The fashion conscious consumer of today is switched on to
latest international trends and this pushes the Fabiani team to consistently
deliver collections that are true to the brand promise of quality, colour and
that unexpected pop.
Product
Portfolio.
The Sandton City store presents the full product
portfolio from the S14 collection including elegant formalwear, stylish weekend
wear, handmade Italian shoes and signature accessories such as cufflinks, pocket
squares and this season’s must-have – a Fabiani flower lapel pin.
Slim fit chinos in cotton stretch twill sit
alongside tailored blazers and bold golfers emblazoned with iconic Italian
insignia are paired with Fabiani denim. Double compact poplin shirts take
centre stage in plain and bright colours, bold and subtle patterns, all
expertly finished with Fabiani signature detailing and contrast trims. Jackets
in Italian Linens
and Cotton come in textured stripes and ginghams with striking red and cobalt
blue lining. The famous Fabiani slim fit wool stretch suit caters for both
traditional purists and fashionable innovators.
To compliment the Fabiani collection a carefully curated assortment of
international brands are available in-store. These include an exclusive
collection from G-Star RAW located into a specially designated space, socks by
Swedish brand Happy Socks and a fragrance collection by COMME
des GARÇONS.
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