Wolford has announced the company is centralizing its sales and marketing organization in Bregenz. The sales and marketing platform will be responsible for the Europe, Middle East and Africa region and Wolford is also introducing the same strategy to America and Asia through its business hubs in New York and Hong Kong.
The new EMEA organization will provide online and offline support for the activities of all company sales channels as well as trade marketing, visual merchandising, communications and art direction, which means 20 new jobs will be created in Bregenz. “The far-reaching reorganization of marketing and sales is the logical result of the resolute orientation of the entire company to retail requirements and thus to the end customer, regardless through which sales channel they are reached”, states Ashish Sensarma, CEO.
These measures go hand in hand with the systematic optimization of the online and offline sales experience, including implementation of a new shop concept and new appearance for the 16 global online boutiques. Wolford has also set a goal of gradually increasing its EBIT margin to 10 percent in order to match the performance of other luxury brands, and measures already initiated in 2014 to increase revenue and reduce costs were expanded in the past financial year.
Wolford, Monaco, 1995 © Helmut Newton Estate / Maconochie Photography
Helmut Newton, one of the most influential photographers of the 20th century, will be honoured with a retrospective that covers the entire Foam Fotografiemuseum Amsterdam. Sponsored by Austrian luxury brand Wolford, from 17 June the museum will display over 200 photographs and original prints, ranging from the rarely exhibited to his iconic works which of course include a powerful series of photographs produced for Wolford and shot in Monaco in the 1990s.
Supporting the event marks the beginning of Wolford’s long-term program promoting female artists. The first stage of the project will be presented during the Helmut Newton exhibition, where artist Sayuri Chetti will unveil her work of art made from Wolford yarns and materials. Sayuri Chetti was born in South Africa and has recently had her works featured in the renowned Kirseberg Temporära Konsthall in Malmö, Sweden.
Legwear specialists Wolford have unveiled a new campaign to support the best-selling Shape & Control collection, which offers 16 different styles and 80 individual products to contour the entire body. The ‘Embrace the Artist Inside’ video sees a dancer demonstrate the collection’s elegance, freedom of movement and comfort in a stylish and modern way.
The video available on http://wolford.com/shape is accompanied by the Shape & Control Configurator, which helps customers find their perfect pair of tights. After choosing the desired shaping zone (stomach, hips and bottom or legs), strength, denier and colour, the perfect Shape & Control match is presented.
Function, comfort, style and the highest quality characterize the new Wolford Autumn/Winter 2016 collection, divided in three themes: Second Nature, Pure Comfort and Effortless Sophistication. 24 hours a day, 7 days a week, the styles are a perfect match for every woman on every occasion.
Vivid graphic patterns and figure-hugging cuts meet extra-soft natural materials in ‘Second Nature’, with edgy see-through optics transforming classic items into statement pieces. This theme is all about a new simplicity with avant-garde appeal, and the dynamic looks ensure women remain 100% comfortable and stylish in any occasion.
‘Pure Comfort’ sees Wolford launch the Comfort Cut Tights, the first tights in the world to have a double-finished waistband which can be individually adapted and personalized. The focus is on everyday luxury, with knitwear, velour and fleece blended to create sophisticated looks. Another highlight is the Velvet 66 Leg Support Tights, the perfect addition to the Shape & Control Legwear collection from Wolford which includes a selection of essential basics for attractive, healthy legs.
In ‘Effortless Sophistication’ tried and tested Wolford fabrics are given a glamorous update with crystals, rivets, velvet, lace and lurex. The Diamond Shine edition features four stylish, eye-catching items with a total of around 93,500 shimmering rivets that celebrate modern femininity.
Available in stores from February 2016, the new Cotton Contour range from Wolford gently sculpts the figure while offering unbeatable comfort. The secret behind the pieces is the highly innovative material developed and produced exclusively for the Austrian brand, which combines premium Supima cotton with elastane. Despite its fineness and softness, this extremely stretchy material has a perfect sculpting effect which combined with the Wolford tailoring results in unique models.
Wolford offers two opaque legwear models (the Cotton Contour Forming Capri and Leggings), the Cotton Contour Forming Body, Top, Shirt and Dress (pictured above), which creates the perfect silhouette by shaping the waist, stomach, hips, buttocks and thighs. Whether worn for a yoga workout, as a minimalist piece under a blazer or as part of a casual outfit, the variety or styles in the range means there’s something available for everyone.
Items in the Cotton Contour range feature a special silicone layer on the hems, ensuring they lie flat against the skin – this also makes it possible to cut flat edges, avoiding bulky seams that would show under tight clothing. A premium flock finish is used for extra comfort and to protect the silicone strips.
The Wolford Group has just announced the launch of an innvoative and extremely fine material in their new Pure 10 tights (the next development after their award winning Pure 50 Tights).
Pure 10 by Wolford: groundbreaking technology
Available from November 2015 the tights have finely bonded seams in a Wolford state-of-the-art technique and are virtually invisible with smooth touch and containing a new fibre which is a third finer than silk.
The tights will be available in five nude tones alongside classic black, dark gray and dark blue.
New Wolford creative director Grit Seymour has celebrated the versatile, self-confident women of today in the brand’s Spring/Summer 2016 collection. Three themes – Shine, Move and Layer – offer feminine silhouettes in contemporary designs that feature the clear lines, versatile functionality and comfort typical of Wolford.
The purest understatement combined with a glamorous effect is presented in Shine, perfect for stating relaxed luxury any time of day. Innovative and sophisticated, Move is the core theme of the SS16 collection and presents clear cuts in luxurious fabrics. A perfectly shaped silhouette arises from the innovative composition Cotton Contour, which combines the finest cotton with a shaping effect for the dynamic Wolford look.
Last but not least, Layer combines the coolness of current designs with net and provides an airy transparency. The pieces underline the individuality of the new sophisticated woman and are a summer must-have due to its fine materials.