How iconic hosiery brand, Wolford, are finding a new generation of online customers on Zalando
How iconic hosiery brand, Wolford, are finding a new generation of online customers on Zalando
Austrian brand, Wolford, has been producing hosiery since the 1950s. Today, their tights and legwear reach thousands of new customers via Zalando’s Partner Program. Jessica Haupt, Marketplace Manager at Wolford, shares how the brand is stepping up its marketplace game and reduced time to online (TTO) from 60 days to 12.
Austrian brand, Wolford, has been producing hosiery since the 1950s. Today, their tights and legwear reach thousands of new customers via Zalando’s Partner Program. Jessica Haupt, Marketplace Manager at Wolford, shares how the brand is stepping up its marketplace game and reduced time to online (TTO) from 60 days to 12.
Expanding to new markets online
“The market expansions were the biggest growth bringers for us on Zalando last year. We were really happy to have this business with Zalando, also during the pandemic,” says Jessica.
Wolford is currently live in nine of Zalando’s markets, with more markets in the pipeline.
Tracking performance on zDirect
Jessica and her colleagues use zDirect, Zalando’s partner portal, to gather sales results, general performance data, to analyze the conversion funnel, and look at growth factors for the future.
“It gives a lot of information about KPIs that we otherwise don’t capture,” says Jessica. “For example, we really look at availability rates. That is very interesting to us.”
Tips for Other Brands
Expand to new markets
“I can really recommend internationalizing. For us, this has brought a lot of growth,” says Jessica.
Commit time and build the right internal processes
“We commit as a brand to Zalando. For us, with only a few collections per year, we also need to plan our merchandising to adapt to these fast changes in the future,” explains Jessica.
Taking part in special sales events
“I can really recommend participating in sales activities, and to plan the assortment for it,” says Jessica. “You have to see that the demand is really high at these times, so you have to go in with good stock levels.”
In Detail
About Wolford |
Founded 1950 |
---|---|
Based in |
Bregenz, Austria |
Joined Partner |
2016 |
Employees |
~1300 |
Assortment |
Hosiery and legwear, now athleisure |
Turnover |
118.5m EUR |
Services used |
zDirect - the Partner Program portal Zalando Marketing Services |
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