Fabiani launches new concept store

Luxury menswear brand Fabiani recently launched their new store design across six locations across the country. We chat to Arie Fabian, the Creative Director of Fabiani, about the redesign.

What is the Fabiani brand about?

Fabiani is a luxury menswear brand excelling in all aspects of menswear. We cater for all occasions with our formal and casual wear, shoes and accessories. The brand has a particular focus on exceptional quality, unique Italian style, distinctive detailing and bold colours. Our mix of fashion forward and basic core items fulfil the desires and needs of the man striving to be the sophisticated leader in his chosen lifestyle.
Why the decision to redesign the store?

The new Fabiani concept store was created to have a more invitational shopping experience, giving the customer a clearly defined journey to enjoy. The store’s layout assists in providing the customer with a defined trend message, with clearly demarcated formal wear, handmade shoes, casual and denim areas that flow from one to another.

How does the new store design differ to the older design?
The new concept store brings the unexpected pops in the design to life, which mimics the same unexpected pop characteristics that run through the Fabiani collection. The store environment is lighter than the previous Fabiani stores, with a focus on ensuring the customer has a complete sensory experience when journeying through the store. There is also a store-in-store concept for G-Star and Denham and a strong focus on celebrating the Fabiani heritage.

What exciting features or services can the customer expect from the new Fabiani stores?
Customers can look forward to the large sealed-off windows displaying the Fabiani seasonal campaign, complementary tailoring, complementary delivery within a 25km radius of any Fabiani store, our well-versed fashion consultants and cool music. Customers are also invited to enjoy the Fabiani Chivas tasting experience in store.

Tell us about the new Fabiani campaign.
It's a feed through from our summer 2012/13 fashion show where the inspiration was an idyllic Italian vacation in Capri, Milano, Florence and Portofino. Visit: www.fabiani.co.za to view the campaign.

* Fabiani stores are located in Cavendish Square, Cape Town; Highveld Mall, Witbank; Centurion Shopping Centre, Centurion; Mall of the North, Polokwane; Westgate Mall, Roodeport; and Eastgate Shopping Centre, Bedfordview.