Tape à l’Œil is a brand worth checking out! Could you
say a few words about your brand universe?
Well, for the past 25 years, the brand has been adop-
ting a slightly different approach to putting clothes on
kids between 0 and 14 years old. The brand DNA is all
about adapting an off-beat and carefree look that com-
bines trendiness and style. The trendiness harnesses the
spontaneity and originality of children to a slightly rebel-
lious, offbeat look while our style reflects the watchful
eye of our designers and the elegance of our collections.
What we are really trying to do is to stand back and let
the children express themselves, feel comfortable and
find their own style. Our brand universe blends humour,
quirkiness and affinity with our customers — 90% of
whom are women.
Our unique know-how and expertise ranges from
designing collections to distribution and everything
in between – in-store concept (including store layout
and customer flow) and store fittings, right down to the
way in which our customers are greeted by our in-store
teams. And our in-store greeting resonates with all of the
care and playfulness that underpins the brand itself. Our
teams speak Style! They have a very special relationship
with their customers. They know their names and even
the first names of their kids. There’s a really lively in-
Have you developed training programmes for your
Absolutely! Before becoming members of the Tape
à l’Œil team, everyone – regardless of whether they are
going to work in-store or at Head office – has to spend
between one and two weeks out in one of the stores for
complete immersion in the product and day-to-day store
universe. After that, they must do regular in-store stints
to keep in touch with what is going on, exchange with
the teams, help resolve problems and understand the
real needs of our customers. We function just like a body
with two beating hearts: product and store.
Obviously, you are very close to your customers and
there is a keen focus on co-creation. How do you ap-
proach the role of customer service?
We strive to build the brand around our customers
by involving them in designing collections that reflect
what they actually want and the colours, forms and fa-
brics they like. This was the idea we started out with and
it has worked pretty well. Together with our customers,
we co-design special collections, at Christmas or Easter
for example, or specific classic collections. And this ap-
proach includes the kids who sometimes come with their
mums to the different workshops.
It is this co-creation process that underpins our
whole approach to customer relations by setting the bar
in terms of customer expectations. Once we invite custo-
mers into the product creation process, we can hardly cut
them loose later on if they encounter a problem in-store
or online. Once we opt for a customer relationship based
on proximity, two-way communication and involvement
beginning in the design phase, we can’t stop halfway.
This automatically assumes a very high standard of cus-
tomer service as we have set the bar pretty high from
the outset. Expectations are high and this means that the
disappointment will be just as great if they are not met.
Could you say a few words about your respective
professional journeys within Tape à l’Œil?
Well, I’m just beginning my 16
year here. After
around five years spent out in the stores working closely
with customers, I looked after merchandising for almost
10 years. Over the past three years, I focused on France,
Belgium and Poland. Enhancing our stores and making
them more attractive is also part of customer service.
A few months back, I wanted to get even closer to the
customer so I joined the customer service division. So
I’m just getting to know the sector but I am able to draw
on all of my in-store experience to understand both the
needs of customers and teams. The strategic necessity of
Head of Merchandising
Head of Brand Identity
#4 › 04/18