How Tower Boots became TOWER London


Six months ago, after a huge project with branding specialists I-AM, Tower Boots became TOWER London. Signalling the start of a new era, the company has not only seen itself embrace a new identity in this time but also push itself forward thanks to a newly opened store in Wood Green. To top it all off, TOWER London was recently crowned Independent Footwear Retailer of the Year at the Drapers Footwear & Accessories Awards 2014. To find out how all of this happened, fashion and social media editor Ellie Craig sat down with the woman in the know, I-AM’s director Mel Connell.

I-AM breathes new life into old brands, how do you manage to do this?
We work with brand owners to both establish new brand stories but we also use our commercial acumen and creativity to help evolve and modernise existing brands.

Can you tell us a bit about other brands you have worked on?
We work with a host of brands from start-ups to long established international brands.  We have worked on strategy projects for the likes of Diesel, Nokia and Diageo as well as newly launched brands with below-the-line campaigns including pop-ups, guerrilla activations and events.

You first started working with TOWER London nearly a year ago; what were your first thoughts once you received the brief and TOWER’s vision?
We were really excited by the brief in hand but also the scope to help position TOWER London as a real on and offline contender in the footwear market. I think also we realised very quickly that the desire and passion existed within TOWER team to take the brand to the next level and we were very excited to help realise that vision.

What was your starting point when re-branding Tower Boots?
Our starting point – as always – was to work collaboratively with the team to fully understand their business plan, aspirations and vision for the brand. We did this though a full day work shop with a host of people from different levels and areas across the business.

What do you think the real difference is between Tower Boots and TOWER London?
Essentially the core, the heart and soul of TOWER still remains the same. It is a family business rooted in London street style that connects with urban youth.  What we have worked towards is telling that story in a more modern, sophisticated and differentiated way and also how then to connect that story with its target customer.

What do you think stands the new store apart from TOWER London’s competition on the high street?
The new Wood Green store is a physical interpretation of the evolved TOWER London identity. It stands apart as it looks to transcend what is expected of a multi brand shoe store. It does this by embracing the grittier side of urban living, rather than polished and bright daytime atmosphere of its competitors. The store brings the outside in by echoing the colours of the London street: concrete textures are set against a London colour palette of blacks, greys and yellows.

Which three words would you use to describe the new TOWER London?
Original, innovative and urban.

If TOWER London was a celebrity, who would it be?
Male would be  Rizzle Kicks and female would be Jessie J or Lily Allen.

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