WHAT'S THE STORY 121
Blogger Zura Lindner of Shortstoriesandskirts presents fashion by Airfield.
Airfield CEO Walter Moser and Chief Marketing Officer Sophia Bitter are preparing the brand for the future.
Airfield. A NEW DESIRABILITY The latest trends are already ingrained in Airfield’s fashion DNA: great news for the Austrian brand that has recently made some key adjustments on the way back to success. Text: Nicoletta Schaper. Photos: Airfield
The look is simultaneously sporty and feminine, with strong colours and the occasional burst of opulence. Jersey-bonded nylon jackets, parkas in fresh silhouettes, and technical materials with playful details are all typical of Airfield’s womenswear, which has stood for these feminine, sporty looks since long before the athleisure trend hit the streets. Out with the Old
After years’ of success, the past five have been rather quiet for the brand from Seewalchen, mainly due to cleaner and more stern fashion trends. Airfield CEO Walter Moser considers these years to have been a time for stock-taking. “We have commissioned a wide market study in order to find out where we are and how consumers view the brand. The results have shown that we must focus on the essence of our brand in order to modernise it for the future.”
Outdoor fashion, blazers, and indoor jackets are the core competence of Airfield, founded in 1994, which has its roots in functional sports and skiwear. Andreas Angerer joined the young Airfield design team as head designer a year ago in order to strengthen these core competences and to streamline the collection. “We went through all company levels right up to public image step by step,” says Moser. Aside from production and logistics, there is a new focus on sales. “Before, salaried employees were responsible for sales. The disadvantage here lies in the isolated display in the showroom,” says Moser. “We now cooperate with sales agencies for Germany. Airfield is a perfect match for their brand portfolios.” The agencies Boumans and Seebach are responsible for the North and the East, respectively. Berning is in charge of North Rhine-Westphalia and Michaelis of Bavaria, Baden-Württemberg, Rhineland-Palatinate and Saarland. “The agents have a different approach and the necessary overview to place our brand in the correct position within the trade.” In other markets such as France and Russia, sales have been changed accordingly. Canada and the United States are to follow. “We want to work with our wholesalers to achieve sales that see Airfield regain its desirability,” says Walter Moser.
An Image – A Goa
Gradually, all Airfield Stores and shop-inshops will be updated to a contemporary store design: with the appeal of a concept store where there is a lot to discover, from fashion to accessories. The new Airfield store in the “Fünf Höfe” in Munich, which opens in July, is a great example. In terms of communication it was also time for some modernisation. “We have been present in social media for several years now and we have strengthened this presence,” says Chief Marketing Officer Sophia Bitter. “Airfield was one of the first labels to take well-known blogger VikyandtheKid on board for the summer campaign one and a half years ago and among the first to book fashion icon Carmen Dell’Orefice for a generational campaign. The credo of our brand is modernity.” Airfield cooperates with bloggers and influencers like Annette Weber from Glamometer and Füsun Lindner from Shortstoriesandskirts. June will see the release of an online corporate blog with a style report, in addition to print campaigns in leading fashion magazines. “It is important to convey the same image across all channels,” says Sophia Bitter. Walter Moser adds: “We want to make sure the product is once again met with the appreciation and desire it deserves.” www.airfield.at style in progress 318
