Refocusing of market communication
The future marketing strategy will concentrate, above all, on the points of sale and window displays. Wolford operates locations in the best shopping areas of the world and intends to better use these assets. The central feature is the window display, which is to become a unique attraction. The goal is to make shopping in a Wolford boutique an unmistakable brand experience.
The same applies to online purchasing, where both sales worlds will be merged. Consumers now look for information from a variety of sales channels and then buy online or offline, which makes a uniform approach to creating a consistent shopping experience even more important. Successful marketing over all communication channels (omni-channel marketing) relies heavily on up-to-date content – from short information and stories to photos and videos. The production of this primarily digital content will also be a focal point of our marketing activities in the future. That will also benefit Fashion PR, which will increase its international emphasis.