Weill’s revamps image to drive international growth
French ready-to-wear label Weill is still owned by the family that founded it in 1892, but it has no intention of remaining anchored to its past. It embarked on a gradual make-over a few years ago, and is now reaping the fruits of this work, making its new ambitions clear through the contemporary aesthetic of its range and global image.
Weill loosened the purse strings in order to do so. While Creative Director Edward Achour worked on revamping Weill's style, making it edgy and sophisticated and entering the premium arena, the fashion label has applied a fresh coat of paint to its store network. In 2013 it began to introduce a new, deluxe store concept, which culminated with the renovation of Weill's historic headquarters in rue Livingstone in Paris, working with the Humbert & Poyet designer studio and architect Jacques Moussafir.
"Work ended a few months ago after a three-year renovation, said Elie Weill, the women's ready-to-wear label's Commercial and Marketing Director. It is crucial for us to have a new showcase to promote the label, changing the perception of what our brand represents. It is something that propels us into the future with a positive energy," he added.
The effects of the label’s make-over can be felt “mainly internationally,” said Weill. Exports are indeed the label's current growth driver, with new markets in sight. While business in the USA is stable, Weill's new positioning has attracted several clients in the Middle East, now its second market after France. The label already operates five stores in the region, and will open a sixth, franchised store in July, its first in Qatar.
Weill is also making inroads in western Europe, after opening a showroom in Milan two years ago, designed to impress on international buyers its new, directional approach. The label is also prioritizing Scandinavia, Benelux and Germany, where the label's premium positioning has met with a positive response. In summer 2018 Weill is also set to return on the Chinese market.
This new international drive have allowed the label to get back on the growth path, and exports currently account for half of Weill's revenue, which in 2016 reached approximately €40 million.
In France, where Weill currently operates 28 stores,7 of which are through partners, franchising and partner relations will be the key to expand and roll out the new store concept. The fashion label will also launch a new website in the second half of the year, one more in sync with its new image and designed to "bolster its momentum," concluded Elie Weill.
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