Wedgwood Repositions
Wedgwood, the pioneering English tableware and home accessories brand, is set to launch a campaign that combines their rich heritage with a contemporary sense of luxury.
Keen to appeal to a new, aspirational demographic, Wedgwood is seeking to shift its perception as makers of high-quality traditional tableware to a luxury lifestyle brand.
Anne-Catherine Verwaerde, Global Brand Director of Wedgwood said; “We needed to rejuvenate and widen the brands’ appeal to capture the attention of our new identified target consumer; the Style Conscious Woman. These new consumers are discerning shoppers who delight in quality and craftsmanship and in the unexpected touches that are the hallmark of true luxury.”
Set to launch a global advertising campaign, beginning in Asia, Wedgwood will introduce new product lines and a new e-commerce site.
