In 2016 already, Tara Jarmon's CEO Francis Varesano entrusted FashionNetwork.com with its international ambitions . The brand counted then 55 stores in the world, including 20 abroad. Today, this last figure has doubled, with the arrival in particular of the brand in Greater China, where it now has six stores. The last was inaugurated in 2017 in Hong Kong, in the Ocean Terminal mall. The brand does not intend to stop in this way, since in addition to continuing to establish in Asia, Tara Jarmon is preparing to open a first store in Monaco and another in Russia, Moscow.
In order to gain further ground internationally, where the brand already makes 40% of its sales, Tara Jarmon is still considering moving to the United States. Francis Varesano notes: "Our results in wholesale are very good since we opened our e-shop for sale across the Atlantic in 2017, it's our fourth online market, so the brand could certainly grow there. However, the retail market in the United States is not healthy and many brands close their store, prompting us to take the time to think before we settle there. Which probably explains why the house, which announced in 2016 already its intention to open a subsidiary there, still has no point of sale to date.
If the foreigner remains an important building site for Tara Jarmon, the internal market is not neglected. While the brand had to close its shop on rue Saint-Honoré after the end of its lease, it seeks to open, in addition to a store in the same sector, a point of sale in the Marais and another Shore left.
In addition, Tara Jarmon tests a new pop-up format and settled in a big Parisian hotel. With a space at the Ritz open until August 16, 2018, the brand intends to attract an international clientele that does not necessarily have access to the creations with Tara Jarmon in his country of origin. A concept that particularly appeals to Colombe Campana, the artistic director of the brand for a year: "I would love that Tara Jarmon travels all around the world by moving from hotel to hotel. Moreover, the returns we have from the Ritz since its opening on February 26 are very good.
Tara Jarmon, in full update
Y is presented, in addition to his recent partnership with Albertine around the bath, a series of pieces ideal for the summer as well as the brand's new bag, the Flore, introduced with the spring-summer 2018 collection. "We needed a recognizable bag, to be found every season", explains the creative, while indicating that "today, it is no longer systematically bags that luxury brands sell in a massive way, but the sneakers". So it is no surprise that the brand is currently working on a collaboration with a brand of sneakers.
However, Colombe Campana does not intend to multiply co-branding. She prefers to think about the implementation of charitable projects, such as the one she sets up with the association Tous à l'école by Tina Kieffer (which helps to educate underprivileged girls in Cambodia, ed). For this first initiative, the designer has devised a piece that will be sold in Tara Jarmon stores and all profits go to projects supported by the organization. While waiting to discover the fruit of this collaboration, the brand has reintroduced for the autumn-winter 2018 its Bal collection, composed of evening dresses and tuxedos "intended for all tastes, all the women and all the morphologies".
A repositioning visible even in the choice of "normal" girls to represent the label, as in the project with the artist Thomas Lélu, who called on the DJ and influencer Inès Mélia, the singer Juliette Armanet, Philippine Michel, co-founder of the production agency Arthur & Philippine ... "I did not want to appeal to muses that are not real, perfect models or bloggers that can be found in all brands," says Colombe Campana. A step in coherence with the new breath that finds house Tara Jarmon since one year.