zooms in on luxury with rebranding suddenly looks very different thanks to the renewed brand strategy and a rebranding. The e-tailer focuses on the ‘new luxury youth’, a consumer who is redefining the luxury world. FashionUnited asks CEO Joost van der Veer and Alex Bennet Grant, the CEO and founder of We Are Pi, the company behind the new brand identity, various written questions.

Why was it time for a rebrand?

“We are creating an essential role for in the lives of our consumers, who are redefining the luxury world. To support that mission, we needed a renewed brand strategy and a fresh identity. Our new platform now matches the strengths of our company.”

Can you tell us more about the style that was chosen and why it was chosen?

“Fashion may seem disposable, but sells luxury products that are worth having. The new identity uses a live feed that plays with the contrast between the permanent and non-permanent forms of ownership in today’s online/offline world.”

“The appearance of the live feed places Winkelstraat on the cutting edge of a new luxury culture, showing a constantly refreshed range of the best products. The identity is inspired by Reddit or Twitter – digital feeds where there is a sense of timelessness but also constant renewal.”

Image via We Are Pi

Which consumers do you hope to attract with the rebranding?

“We focus on the ‘new luxury youth’. This group is rewriting the rules of fashion. They make it more playful and experimental and remix street style with high fashion. They look for ways to have a deeper self-confidence and see luxury items as an investment in who they are.”

Is the platform still called or should we call it WS.NL now?

“We still call ourselves, but are nicknamed WS.NL. The domain name and the accompanying logo fit in with the changing landscape where there is a shift from desktop to model and the need for responsiveness of user interfaces and identities. So think of it as an abbreviation that you use among friends.

Can you tell us more about the explosive growth of the platform?

“Last year we did a major study called New Luxury Fashion Monitor where we examined the new luxury market among Gen Z and millennials. Our data shows that luxury is an indispensable part of their lives for Gen Z and millennials. Nothing seems to slow down spending in this area. We also see this reflected in the turnover figures of brands and stores from the luxury industry that are affiliated with our platform. The corona crisis has had almost no impact on the fashion spending of these generations, which has once again benefited popular stores and brands.”

“Our own platform has set up 60 to 80 percent more during the lockdown period than last year.” would have an eye on international expansion. Which countries have you set your sights on?

“We certainly have international expansion in mind. Unfortunately, we cannot reveal which countries these are at this time. Stay tuned…”

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