ADDRESSING the international press in Bregenz earlier this month, recently appointed Wolford CEO Ashish Sensarma outlined the main elements of his new business strategy. These include reinforcing the brand image, optimizing distribution and re-focusing more closely on core business. Brand building will involve more pop-up stores and mega-poster campaigns in strategic locations. Moves to strengthen distribution include more closures of under-performing dedicated stores and new openings in prime locations as well as stronger support for wholesale operations. Finally, even greater emphasis is to be placed on the development of the legwear business as well as of the collection of bodys, including shapewear.
Taken together, these moves promise a return to the brand’s former growth rate, which will provide keener competition for rivals in the luxury sector.