Wedgwood aims to be a ‘very desirable’ range

In response to Terence Conran’s recent letter “Wedgwood fires a new image, but can it reconcile the old with the new?” (Letters, DW 15 December 2000), I was pleased to see his obvious interest in the exciting design development at Wedgwood.

However, I was left feeling somewhat disappointed at what appeared to be a question mark over whether the company had the intention of taking the next vital steps.

I also believe that we do have the makings of an extremely desirable and “useful” line-up of products in the Night & Day, Cutlery, Paul Costelloe and Nick Munro ranges. And there is still more to come.

What Conran will have seen little of yet are the next vital steps toward the revitalisation of the company’s retail offer and its image, with the rollout of a new design concept, which will target not only how people live today through our products, but also how they shop today.

Our communications programme aimed at modernising the brand has, of course, already started with the launch of the high impact “Wedgwouldn’t? Wedgwood” advertising campaign, while our website managed to attract some 850 000 hits between 22 and 30 November 2000 alone.

I am sure that Conran would agree it would have been only too easy to start with our image rather than address the fundamentals, and as a brand of conviction we started with the product.

It’s now a question of watch this space.

Gavin Haig

Marketing director

Wedgwood Group

Stoke-on-Trent

ST12 9ES

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