At the start of the Helene Fischer 360° Stadium Tour in Dresden, Tamaris picked up its store partners where the brand is currently particularly emotionally charged: in the stadium. Invited partners from all over Germany came together in the Rudolf Harbig Stadium to experience the brand strategy, collection and live activation not in the conference room, but in the middle of the tour setup.
The focus was on a workshop directly in the stadium – with a view of the stage and an ongoing sound check in the background. Tamaris gave insights into the FS27 collection, current trends and the strategic activation around the Helene Fischer tour and discussed with the partners how these measures affect frequency, demand and sales at the POS.
The brand presentation could then be experienced on site: the partners received exclusive backstage insights up to the stage, shortly before Helene Fischer opened the show, and visited the specially developed Tamaris brand module on the stadium grounds. The walk-in brand area is the heart of the Tamaris activation as part of the tour and combines 360° video experiences, brand films and service offerings related to the concert visit into a brand experience that goes far beyond the classic logo presence. The finale was the opening concert in the premium area, which the participants watched together.
“The feedback from our store partners was consistently enthusiastic,” says Jens Beining, CEO and managing partner of the Wortmann Group, to which Tamaris belongs. “For us, this format is a strong signal of how important it is to not only involve retail partners in terms of content, but also to make brand strategy tangible where it takes place – in direct contact with consumers, in the middle of the live experience.”
The stadium event in Dresden is part of the current Tamaris future offensive to strengthen the brand and retail. As part of this offensive, Tamaris is investing massively in brand experience, demand programs and international visibility with the aim of sustainably increasing frequency, sales and profit opportunities in specialist retailers. The activation around the Helene Fischer Tour fits into this strategy as an emotional component: it combines on-site brand staging with POS activations, competitions and content measures – and at the same time involves the retail partners in the implementation at an early stage.