Friday 31 October 2014

Media Release: Fabiani Flagship Store Opens in Sandton City

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.

From The Desk of: Megan Mitchell | Girl About Town PR & Communication | 

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