Summer 2016
Models
Ana Rotili
Tati
Paris
France
FMD-ID
BR15005
Website
About
Tati, a renowned French brand, gained popularity for offering affordable textile goods. With stores located in France, United Arab Emirates, Iran, Morocco, Tunisia, and Saudi Arabia, Tati established its presence globally. However, amidst a highly competitive clothing market, the brand struggled to innovate and adapt, leading to a steady decline over the years. By 2020, Tati had nearly vanished from the market.
The journey of Tati began in 1948 when Jules Ouaki, a Sephardic Jewish saddler from Tunisia, created the iconic "Tati" sign. He pioneered the concept of low-cost textile items and opened the first self-service discount store, "Textile Diffusion," in Paris. The store's success led to expansion, with additional locations in various Parisian neighborhoods and other cities across France.
Following Jules Ouaki's passing in 1983, the company faced challenges after his eldest son, Gregory, who had taken over the business, tragically passed away in an accident. In 1991, Jules Ouaki's widow entrusted the brand to their youngest son, Fabien Ouaki. Under Fabien's leadership, Tati experienced further growth, introducing specialized stores such as "Tati Or," "Tati Mariage," "Tati Vacances," and "Tati Optic." The brand even collaborated with renowned fashion designer Azzedine Alaïa for a collection featuring houndstooth patterns and a runway presentation with Naomi Campbell.
In the following years, Tati expanded internationally, establishing a presence in South Africa in 1996 and the United States in 1998. However, with the emergence of new brands like Kiabi, H&M, and Zara, coupled with a recession in the textile market, Tati struggled to compete with its ultra-low pricing strategy. The company faced financial difficulties, leading to the suspension of payments in 2004 and the subsequent sale of the brand by Fabien Ouaki to settle the debt.
Tati was acquired by Vetura, a subsidiary of the Éram group, in 2004, with the aim of relaunching and expanding the brand. The Éram group took full control of Tati in 2007, focusing on streamlining operations and enhancing design capabilities. Tati expanded its reach through its online platform, offering thousands of products.
In 2017, the Gifi group acquired Tati, aiming to revitalize the brand. Despite significant investment, the recovery process proved challenging. In 2019, it was announced that Tati stores would gradually transition to the Gifi brand, with a few exceptions, resulting in store closures and job losses. The challenges continued, leading to the closure of the iconic Boulevard Barbès store in Paris in 2020, further reducing Tati's presence.
Tati's story serves as a reminder of the intense competition within the retail industry and the need for continuous adaptation and innovation to sustain success.
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