Modernization of the product portfolio
Wolford gradually revised the product portfolio since the beginning of 2014, which is now focused on the company’s core expertise – figure-embracing, round-knitted products of perfect quality which offer a unique wearing experience. At the point of sale, Wolford’s legwear products are best complemented by other figure-embracing product groups like lingerie, which is highly valued by Wolford customers because of its wearing comfort, optimal fit and functionality. The Ready-to-wear product group also follows this philosophy and includes, above all, figure-embracing products like bodywear and body-accentuating dresses and sweaters. The Accessories product group completes Wolford’s product portfolio in the new collection and includes, for example, scarves and decorative bands.
Innovation is the focal point of the product strategy; the goal is no longer the development of extensive collections, but the creation of “product icons” that fit with the DNA of the brand – like the ones Wolford has repeatedly produced over the past 65 years. The very large Essential collection will be streamlined at the same time, with a focus on ensuring continuous availability. In other words, it will be transformed into a NOOS (Never Out Of Stock) collection.