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Apparel brand Wolford to strategically refocus business
Dec '13
The strategic refocussing of Wolford AG was approved by the Supervisory Board at a meeting on December 11, 2013.

The related decisions were preceded by an intensive strategy process that covered several months, in which management revised the brand positioning, critically analyzed processes and structures at all levels and evaluated opportunities for optimization that will strengthen Wolford’s competitive ability.

The goal of this strategic refocussing is to sustainably increase and strengthen the enthusiasm of customers and partners for the Wolford brand.

For over 60 years, this enthusiasm has been supported by characteristic features such as timeless fashionable elegance, the innovative strength of a manufacturing brand “Made in Europe“, highest quality standards and unrivaled wearing comfort. The following sections explain the strategic focal points designated for the strategic refocussing of Wolford AG.

Sharper product line and collection

Wolford plans to adjust the structure of the product line and collection statement to better reflect the expectations of customers in the future. This strategic refocussing is based on the results of market surveys as well as an extensive analysis of the product line. The focus will therefore shift to the company’s core expertise of Legwear as the “DNA of the brand” and figure-embracing complementary products, with an expanded offering of (figure-shaping) Lingerie and Underpinnings (bodys, tops, shirts, etc.).

The Ready-to-wear line will concentrate on products that fit with this more precise positioning. The Swimwear product group will be discontinued beginning with the 2015 spring/summer collection. The remaining elements in the collection will continue to underscore the fashionable-esthetic demands, high functionality, uncompromising quality approach and the unrivaled wearing comfort that distinguish the Wolford brand.

Focus of innovative strength and creativity on core expertise

Creative employees in design, product management and product development have made it possible for Wolford to successfully launch new and innovative products for many years. The collection currently includes - amongst others - more than 60 Shape & Control products that meet specific customer needs, and this area will be a focal point of further development in the future.

Research activities in all product groups are concentrated on new materials and production processes, and process-related development teams are being established to utilize opportunities for the creation of unrivaled products through internal networks and increased cooperation with suppliers.

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