WeSC rethink its ready-to-wear
Led by Johan Heijbel, its new CEO, WeSC aims to return to the forefront of fashion. During the latest edition of Bread & Butter, held from July 8 to 10, the Swedish brand presented its spring-summer 2015 collections redesigned by a new creative team that includes Mattias Sahlin from the brand Encore and Natalia Altewai and Randa Saome from the brand Altewaisaome.
The result is that while WeSC remains rooted in streetwear in order to attract the 18-25 demographic, its lines are becoming more sophisticated and cutting edge.
Women’s collections, the prices of which have somewhat increased, put the emphasis on mixed materials, fluid dresses, while its key piece - a hooded fleece - is adorned with embroidery from Givenchy (300 euros).
On the men’s side, the price positioning has changed little (60 to 100 euros for a shirt), while the quality of products has improved. Leather shoes from the collections are made in Portugal while sneaker production has moved over from China to Vietnam. "To improve our collections, we changed a lot of our subcontractors," says Johan Heijbel.
WeSC has adopted changes in both substance and form to balance things out at the brand. From 2011 to 2013, sales of the brand increased from 45 to 25 million euros - a decline strongly linked to the peak and then fall in sales of WeSC headphones.
"We launched our headphones eight years ago - a WeSC product that met with fantastic success. But their sales declined with arrival of brands like Beats and SkullCandy," explained Remy Bergeron, sales and marketing director at Templar SA, WeSC’s distributor in France. He said that the decline in sales of WeSC’s ready-to-wear, on the other hand, remained relatively stable.
In France, WeSC has seven stores. The brand’s range, which will be expanded next spring to include eyewear - is available in a hundred or so multi-brand outlets. And with these new collections, WeSC hopes to attract major accounts such as department stores.
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