Page 29 - June 2021

future, they will again focus on new openings in their own retail business in order to profitably expand their store portfolio. “In terms of
franchise stores, in August last year we opened in Alexandria, Egypt and coming soon are partner stores in France and Russia.”
When discussing new markets, Schindler-Obenhaus explains that the brand sees the greatest potential in its home market of Germany
along with Austria, Belgium, Netherlands and Poland. In order to expand the new ideals of the brand, they are looking to grow in core
markets and key locations in Germany such as Berlin, Bielefeld, Cologne, Frankfurt and Leipzig.
To maintain its market position, the company focuses on the needs of its target group, and they translate current trends into products
suitable for said target group. “We will examine the concepts developed during the lockdown very carefully in order to continue offering all
new services post-lockdown. Our customers’ needs have changed due to the pandemic and they have learnt what is now possible in terms
of service,” comments Schindler-Obenhaus.
“Even before the outbreak of the pandemic, it was clear that retail needed new concepts in order to remain exciting and without
alternatives for customers. The pandemic has forced us to think completely outside of the box. We will take many of the insights and
possibilities with us into the time after.”
Social media has become a massive marketing area for retailers across the globe, and GERRY WEBER is no exception. They work closely
and in partnership with selected influencers who match their target group and brand message.
They have also expanded their existing digital formats as well as developing completely new formats during the pandemic. Digital collection
handovers to sales, digital ordering options for retail partners, personal and video shopping for our customers as well as digital customer
events and surprise packages and digital live talks are just a few examples of this.
Over its decades of existence, GERRY WEBER has gradually and consistently built up its customer loyalty through its collections of
superbly fitting items made from the highest quality. In addition, their brand awareness continues to improve through its social media output
and its constant goal of inspiring sustainability within its main target group.
“The key drivers for us are international growth in a sustainable way and sustainability as a whole (especially circular economy – right
through to product development). Furthermore we are driven by the fashion mission statement for our target group that is ‘being more
beautiful in an individual and feminine way’. Finally, we focus on modernity and style for the confident women of this generation,” Schindler-
Obenhaus states.
As the interview begins to draw to a close, we ask the CEO in the making what lies ahead and what is the greatest challenge for the
company currently?
“The further shift of retail to e-commerce is definitely a challenge for us as we continue to adapt. Our other challenges are continuing to
create concepts for bricks-and-mortar retail that offers more.”
The company is completely convinced that, like themselves, brands of the future will have to embody a clear attitude as they do in order
to survive. The aim of the business will be to continue to address all women and convey self-confidence through superior fit and quality.

APRIL 2021 RETAIL & LEISURE INTERNATIONAL 15