As next week is the launch of the Fabiani Canal Walk store, below is a press release and the inside of their Sandton Flagship store as they recently opened it not so long ago.
Going through the press release and viewing the pictures, I am excited to see what they have done to the the Canal Walk one. My perception of Fabiani has always been a man that is born with style and not afraid to show it to the rest of the world. A gentleman that has a bit of rough to him but always seems sophisticated on week-days but hits Friday you would see him in golfers/t-shirt with the most impeccable cut of jeans. I can't wait to see how it looks and will give you all the front row seat after.
“The Finest Menswear Destination on the Continent”
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
www.fabiani.co.za 2 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.
The Fabiani Collection is exclusively available at Fabiani stores.
For more information, visit www.fabiani.co.za - @Fabianimenswear
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