The Osnabrück fashion trade company L&T ends its Young fashion concept Sygn in 2019. As Managing Director Thomas Ganter explained in an interview with the industry magazine Fashionnetwork, companies and concept react to the changed consumption behavior and a target group that has changed fundamentally.
The approximately 1,800 square meter SYGN area on the Große Strasse in Osnabrück will no longer be continued under the previous concept. A subsequent tenant is currently being sought, but L&T only wants to announce concrete information on a possible successor solution at a later date.
The basic idea of sygn and a large part of the brand portfolio should nevertheless be preserved. Numerous brands, including bestsellers such as only, Jack & Jones, Vero Moda and Pegador, move to the main house of the fashion company. However, not all labels find space in the new concept. According to the Streetwear label ProHibited, FashionNetwork will not be continued for the time being.
With the integration of the SYGN brands into the a total of 20,000 square meters of sales area of the main building, L&T is pursuing the goal of gaining new customers: internal groups via more attractive entry-level price.
The offer is no longer aimed exclusively at a young target group. Rather, according to Ganter, one wants to meet increasing flexibility in fashion behavior. The classic separation of “Young Fashion” is no longer up to date. Instead, a uniform brand experience for all fashion -savvy customers is to be created.
Sygn will be operated until June 30th, then the move takes place and thus the official end of the independent concept.
Fashionunited asked L&T to comment on the concept.