Toni
“Toni is a true brand icon”
Over the past few months, Toni has refined its brand identity.
In this interview, Oliver Keeb (COO) and Julia Fölsch (CPO) explain how tradition, fit, and modern brand management shape the positioning of this pants specialist today.
Toni has recently invested heavily in his own brand. What prompted this decision?
In times of rapid change, it is essential for brands to regularly ask themselves: What do we do? What do we stand for? We faced exactly this challenge a few months ago. Who are we? How are we perceived in the market by our partners and end customers?
Why was now the right time?
The pants product group has been a very successful and stable category for years—including for us as a company. Fashion trends, particularly when it comes to silhouettes, often originate with pants. That is precisely why it is important to ask ourselves: What can we do even better in the future? Where do we want to be in five to ten years?
What are the key elements of the refined brand DNA? What does Toni stand for today—and what sets the brand apart from the competition?
Toni represents a 190-year tradition in textiles, over 60 years of expertise in trousers, a perfect fit, high quality, and a consistently comfortable feel. Add to that excellent value for money and a keen sense of trends—always in step with the times.
Toni is a true brand product. What sets us apart from the competition is our deep-rooted expertise and the right balance between heritage and the future: preserving our roots while continuing to develop the brand.
How exactly does this DNA translate into products, design, and communication?
Our brand DNA is at the heart of our strategy. We consistently approach everything from the product’s perspective, taking a holistic approach—from design and the product itself to our brand identity and communication. We know exactly who our target customer is and what goals we’re pursuing. Our DNA is deeply ingrained in everything we do. It’s not just what we say, but what we consistently do, demonstrate, and sell.
Which measures were particularly crucial in shaping this new perception?
A key step was the rebranding of Toni to Toni EST. 1965. The new logo symbolizes strength, confidence, and modernity, while also conveying a clear message. It embodies our values and our brand DNA.
How are business partners and customers responding to the new direction?
The response has been overwhelmingly positive. Our partners understand why we’re taking this approach and where we want to go. We’re also getting a lot of positive feedback from customers—existing customers, in particular, feel validated. At the same time, we’re attracting new customers who hadn’t noticed us before and have now discovered their “new” favorite pants brand.
What was the biggest challenge during the process?
The biggest challenge was finding the right balance and staying patient. We don’t want to completely reinvent ourselves or target a completely different audience. Our goal is to modernize the brand, make our customers happy, and empower them.
If you had to describe the brand in three words today, what would they be?
Modern – stylish – custom-fit.
