International Research & Brand Strategy
Based on the business idea of Mrs Delia Fischer, Westwing was founded in 2011 together with management partners and investors as an online retailer for furniture and home accessories. By now, Westwing is represented in eleven countries around the world, employs over 1.000 employees and is successfully established in the market.
Regarding brand management, the potential of the Westwing concept however did not seem to be fully exploited. A precise definition of the target group, a strategic core idea and a clear brand identity – as a basis for all positioning aspects – did not exist. We started to change that, conducted an international field study and developed an comprehensive strategic alignment for the brand.