Tara Jarmon x Fitizzy: innovating through size recommendation
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The universal Parisienne
The brand that bears the same name as its founder, Tara Jarmon, came into being in 1985. First a small Parisian couture house, the label has since become a renowned name on the French fashion scene. A fashion house that makes a point of offering quality products, made by master seamstresses, adjusted by pattern makers and finished off by experts in the essential and the superfluous.
To go against the grain of its competitors, Tara Jarmon stays focused on creating best-selling pieces in order to build real renown and take on markets abroad. With more than 50 stores around the world, 35 of them in France, the brand wants to preserve a certain exclusivity that belongs to it alone.
Still in that exclusive vein, Tara Jarmon dresses its Parisienne up further with an evening line: Le bal. A wardrobe in the image of today’s French city woman: chic, elegant, with a touch of “je ne sais quoi”.
A creative line that knows how to stand out
After 30 years in the design studio of her own brand, Tara Jarmon has handed over to the label’s new Artistic Director, Colombe Campana. For a year now, the former designer, who made her name at Sonia Rykiel and at & Other Stories (part of the H&M group), has been settling in at the French couture house.
Colombe Campana’s arrival brings a breath of fresh air to Tara Jarmon. With her colourful, light-hearted vision, she reinvents the Tara Jarmon spirit while staying true to a classic wardrobe with a flashy twist. She mixes the codes and plays with the masculine and the feminine to deliver collections that are elegant and eccentric.
The spring-summer 2018 collection is the first signed by Colombe Campana. It has a chic, pop feel, with motifs of every kind: white stripes, paisley, prints, checks… all of it laid on light, structured fabrics. And the watchword of Tara Jarmon’s new Artistic Director? “ My aim is to see the clothes I design on real people. I don’t work for a muse who bears no resemblance to 99% of people ”.
Innovating to support its customers online as well as in store
What also sets Tara Jarmon apart is that it offers a unique customer experience on every visit to its stores. Personalised advice, styling help, support during fittings… Tara Jarmon stores are human-sized spaces, designed so that the sales teams can look after every customer who walks in.
It was in that same spirit that the brand set out to rethink the user experience on its online store. Showcasing products in a pared-back way, offering browsing journeys by garment size, previewing exclusive collections on the homepage… everything is optimised to meet its customers’ expectations.
And the Fitizzy plugin follows on naturally from that by guiding visitors to the site as they choose their size. A fast, accurate size recommendation that allows Tara Jarmon customers to be advised just as they would be in store. A new service that also personalises the purchase journey, so that the Tara Jarmon Parisienne can shape her style at a glance.
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