Revitalization of the brand
The Wolford brand was launched 65 years ago and has lost none of its glamor since then, even in difficult times. Unrivaled product quality gives the company an unusually loyal customer base. Wolford also continues to benefit from the positive image that was profoundly influenced by star photographer Helmut Newton in the 1990s. His staging and special view of modern femininity have had a lasting influence on the Wolford brand and have also shaped the image of the Wolford woman – strong, self-confident, fashionable, and yet timeless.
The objective is now to revitalize this special legacy. The Wolford history and the USP of the brand must be interpreted and communicated in keeping with the times to reach tomorrow’s consumers as well. Wolford’s target customer is self-confident, multilingual and often professionally active, and this fact tends to relativize national characteristics. Our customers expect the same exclusivity wherever they come in contact with the brand. In the shops as well as on the Internet, the company must create an unforgettable customer experience that is innately linked to Wolford’s products.