Los Angeles – Wildfox recently underwent a change with their design
team. Their new creative director, Andi Sharp, has led the team in order to
focus on widening product selection as well as focusing in their customer
market.
The new strategy involves appealing to a target audience that is a little
more mature than what Wildfox’s current audience. In a sense, the company
is attempting to “grow up” alongside with its customers. This is common
among fashion brands; as customers grow older it’s only natural that the
brands follow suit to appeal to same bracket. Currently, the ideal customer
for Wildfox is a local Los Angeles woman who’s in her late 20’s and still
goes out. In attempting to match this, Wildfox has changed its color plates
to a bit more “adult” as Sharp puts it. “I would say it’s a bit more
sophisticated – less pinks and lilacs and more neutrals,” Sharp told WWD.
Instead of vibrant, edgy graphics, the designs are a bit subtler. Instead
of bright colors, the brand’s theme is more monochromatic.
Although it’s a big change for the brand, it’s no surprise that this would
inevitably happen. “When I started here it was under the premise that I was
going to grow the Wildfox customer up a bit,” Sharp told WWD. Still,
Wildfox is staying true to what the brand ultimately represents: feminine,
ethereal, and fairy-like designs. The newest collection still reflects
Wildfox’s childish nature, just with a bit more sophistication.