WE Fashion
Brandbook

WE Fashion
Brandbook

This is who we are
Hi there, welcome to WE®

As the CEO of WE Fashion, I am very happy that you are interested in our company. Please read the story of our journey. The journey that we, as a team, have embarked towards becoming the best Dutch fashion retailer in Western Europe. Gutsy? Sure, but we're making real progress.

WE Fashion is a fashion brand, that offers stylish and accessible fashion collections of great quality, for men, women and kids. Our mission is 'design to connect', which means that our perfectly combinable collections and our 5-star service should make you feel stylish and confident, so that you connect better to those around you. It's what we do, it's in our name.

We believe in the power of 'us' and that life is best lived when connected and experienced together. That's why our longstanding motto is 'better together'.

Our collections are available in our own stores, on wefashion.com and through many online partners. Omni channel initiatives like the WE IS ME® customer program and the opportunity to order online in store with free shipping to your home, definitely brings the shopping experience to a higher level.

With 183 stores and 2014 employees WE Fashion is represented in The Netherlands, Belgium, Germany and Switzerland. Besides that, WE Fashion is represented in Austria, France, Italy, Spain, Finland, Poland and Denmark through online partners.

The international distribution center and headquarters of the organization are located in Utrecht, The Netherlands.

Joris Aperghis, CEO of WE Fashion

This is who we are
Hi there, welcome to WE®

CEO Joris

As the CEO of WE Fashion, I am very happy that you are interested in our company. Please read the story of our journey. The journey that we, as a team, have embarked towards becoming the best Dutch fashion retailer in Western Europe. Gutsy? Sure, but we're making real progress.

WE Fashion is a fashion brand, that offers stylish and accessible fashion collections of great quality, for men, women and kids. Our mission is 'design to connect', which means that our perfectly combinable collections and our 5-star service should make you feel stylish and confident, so that you connect better to those around you. It's what we do, it's in our name.

We believe in the power of 'us' and that life is best lived when connected and experienced together. That's why our longstanding motto is 'better together'.

Our collections are available in our own stores, on wefashion.com and through many online partners. Omni channel initiatives like the WE IS ME® customer program and the opportunity to order online in store with free shipping to your home, definitely brings the shopping experience to a higher level.

With 183 stores and 2014 employees WE Fashion is represented in The Netherlands, Belgium, Germany and Switzerland. Besides that, WE Fashion is represented in Austria, France, Italy, Spain, Finland, Poland and Denmark through online partners.

The international distribution center and headquarters of the organization are located in Utrecht, The Netherlands.

Joris Aperghis, CEO of WE Fashion

From then to now
How we became WE®

1962

Opening first HIJ store in Amsterdam

1986

Opening ZIJ store in Amsterdam

1994

Opening HEY and ZIJ store in Paris

1999

HIJ and ZIJ become WE® MEN and WE® WOMEN

2009

Introduction WE® Girls collection

2010

Launch wefashion.com

2014

Launch WE IS ME® customer program

2017

Opening WE® Blue Store and Flagship store Utrecht

2020

New flagship store in Amsterdam

It’s all about fashion and fun
New flagship store in Amsterdam

In the new flagship store at Kalverstraat 65-67 in Amsterdam, the styling team is ready to help customers discover, enrich and experience their own personal style, from a single item for a special occasion to a timeless basic or even a complete makeover if desired. With a completely new shop look & feel, WE Fashion is celebrating different tastes and diversity and sharing its background story and ambitious sustainability goals through elements that stimulate all the senses. In the flagship store, customers can imagine themselves in another world for a little while, where they can enjoy carefree shopping thanks to smart technology.

our mission, vision & proposition
Better together

our mission:
we design to connect

We design fashionable collections of great quality for a fair price. And thanks to our 5-star customer service, we inspire people to feel confident, to stylishly tune-in and vibe with those around them.

our vision:
we believe life is better together

We believe that life is better together. That life has more meaning when lived and experienced together. We believe it so strongly, we founded an entire company based on this idea.

our proposition:
casually stylish

Our fashionable collections are the perfect combination of smart and casual. Always stylish and never too stiff. Being casually stylish transcends age, gender, religion and figure. It’s a timeless statement, that builds the distinctiveness of WE Fashion.

It’s all about fashion and fun
New flagship store in Amsterdam

In the new flagship store at Kalverstraat 65-67 in Amsterdam, the styling team is ready to help customers discover, enrich and experience their own personal style, from a single item for a special occasion to a timeless basic or even a complete makeover if desired. With a completely new shop look & feel, WE Fashion is celebrating different tastes and diversity and sharing its background story and ambitious sustainability goals through elements that stimulate all the senses. In the flagship store, customers can imagine themselves in another world for a little while, where they can enjoy carefree shopping thanks to smart technology.

our mission, vision & proposition
Better together

our mission:

we design to connect

We design fashionable collections of great quality for a fair price. And thanks to our 5-star customer service, we inspire people to feel confident, to stylishly tune-in and vibe with those around them.

our vision:

we believe life is better together

We believe that life is better together. That life has more meaning when lived and experienced together. We believe it so strongly, we founded an entire company based on this idea.

our proposition:

casually stylish

Our fashionable collections are the perfect combination of smart and casual. Always stylish and never too stiff. Being casually stylish transcends age, gender, religion and figure. It’s a timeless statement, that builds the distinctiveness of WE Fashion.

our brand manifest

We believe life is
better together

That life has more meaning when lived and experienced with others. We believe it so strongly, we have founded WE® based on this idea.

We believe in random acts of kindness. In group hugs. In shared adventures. In helping others, and not only on Christmas eve. We believe in uniting our differences. And embracing change.

We believe in our heritage. Started as a humble Dutch retailer, we take pride in our entrepreneurial spirit. A small country with big ideas. Ideas we love to share with the world.

We believe in designs that connect. Designs that allow you to stylishly tune-in and vibe with those around you. Modern collections of great quality for a fair price.

We love our audiences and do everything to overachieve their expectations. We’re store stars, ready to connect.

Now is our time. Our time to create a better world, a place where people move together as one. Because that’s when great things happen.

our brand manifest

We believe life is
better together

That life has more meaning when lived and experienced with others. We believe it so strongly, we have founded WE® based on this idea.

We believe in random acts of kindness. In group hugs. In shared adventures. In helping others, and not only on Christmas eve. We believe in uniting our differences. And embracing change.

We believe in our heritage. Started as a humble Dutch retailer, we take pride in our entrepreneurial spirit. A small country with big ideas. Ideas we love to share with the world.

We believe in designs that connect. Designs that allow you to stylishly tune-in and vibe with those around you. Modern collections of great quality for a fair price.

We love our audiences and do everything to overachieve their expectations. We’re store stars, ready to connect.

Now is our time. Our time to create a better world, a place where people move together as one. Because that’s when great things happen.

our target group

Who we do it for

Men

Men between the age of 25-40, who are casually stylish young professionals, young-at-heart and ambitious.

women

Women between the age of 25-44, who are casually stylish young professionals, young-at-heart and have a positive approach to life.

kids

Parents (mainly moms) between the age of 25-50 (the average age of first-time mothers is 29), who enjoy shopping for the home and family.

our target group
Who we do it for

Men

Men between the age of 25-40, who are casually stylish young professionals, young-at-heart and ambitious.

women

Women between the age of 25-44, who are casually stylish young professionals, young-at-heart and have a positive approach to life.

kids

Parents (mainly moms) between the age of 25-50 (the average age of first-time mothers is 29), who enjoy shopping for the home and family.

We design
to connect

our collections
From idea to design

Creating a collection comes down to fantastic teamwork.
From idea to sketch, to sample to final product, our collections are developed by a team of talented designers. It all starts with identifying the big trends in the market.

We travel to international fairs, we screen what our customer is buying and get inspired by suppliers when it comes to new fabrics, washings and dyeing techniques.

Sustainability is a big factor in our collections. We are committed to sourcing more and more sustainable materials.

At the moment, 71% of materials in our collections is already sustainable. With all this information in mind, we mix the best offer with a state-of-the-art plan for our Men, Women and Kids collections.

tell me more about

the men’s collection the women’s collection the kids collection

We design
to connect

our collections
From idea to design

Creating a collection comes down to fantastic teamwork. From idea to sketch, to sample to final product, our collections are developed by a team of talented designers. It all starts with identifying the big trends in the market.

We travel to international fairs, we screen what our customer is buying and get inspired by suppliers when it comes to new fabrics, washings and dyeing techniques.

Sustainability is a big factor in our collections. We are committed to sourcing more and more sustainable materials.

At the moment, 71% of materials in our collections is already sustainable. With all this information in mind, we mix the best offer with a state-of-the-art plan for our Men, Women and Kids collections.

tell me more about

the men’s collection the women’s collection the kids collection

our men’s collection
Contemporary & stylish

We design contemporary collections for the modern man. Our items can be dressed-up and dressed-down, making it easy to create your own style. They are suitable for every occasion, stylishly casual to ceremonial to business.

Our collections are on trend and focus on the mid-market. We develop the collections based on what's in the heart of our customer: accessible and effortless smart casual wear, modern and stylish, but never looking stiff or uptight. Playful and branded in detailing, dressing them from day to night.

modern workwear

Suits, broken tailoring, and smart looks are a crucial part of our DNA. Whether you're working from home or at the office; we've got the modern updates for every man's work wardrobe. From new twists on suits to smart casual polos and essential chinos.

We also cater to all festive occasions like weddings and Christmas within a large range of colourful suits and tuxedos.

our men’s collection
Contemporary & stylish

We design contemporary collections for the modern man. Our items can be dressed-up and dressed-down, making it easy to create your own style. They are suitable for every occasion, stylishly casual to ceremonial to business.

Our collections are on trend and focus on the mid-market. We develop the collections based on what's in the heart of our customer: accessible and effortless smart casual wear, modern and stylish, but never looking stiff or uptight. Playful and branded in detailing, dressing them from day to night.

modern workwear

Suits, broken tailoring, and smart looks are a crucial part of our DNA. Whether you're working from home or at the office; we've got the modern updates for every man's work wardrobe. From new twists on suits to smart casual polos and essential chinos.

We also cater to all festive occasions like weddings and Christmas within a large range of colourful suits and tuxedos.

He is the approachable guy

Everyone wants
to be friends with

If WE® was a man, he’d be a regular guy. A cool, friendly, energetic in-tune guy who believes laughing is the best exercise.

  • He is in his mid-20’s, international and urban oriented
  • He believes life is better with friends
  • He is stylish and cool at the same time
  • He considers his looks to be important
  • He is young-at-heart and ambitious

He is the approachable guy
Everyone wants
to be friends with

If WE® was a man, he’d be a regular guy. A cool, friendly, energetic in-tune guy who believes laughing is the best exercise.

  • He is in his mid-20’s, international and urban oriented
  • He believes life is better with friends
  • He is stylish and cool at the same time
  • He considers his looks to be important
  • He is young-at-heart and ambitious

our women’s collection
Feminine & on-trend

We create foundational feminine styles which work for every woman’s wardrobe throughout the year. From our seasonal collections that express the trend for the time, to our seasonless designs, we develop all of our products with an eye to what our customer can add and mix to her wardrobe.

From denim and dresses to suits, we’ve got every element covered for the perfect seasonal look. To complete the mix, we’ve added accessories and jewelry. Alongside our collections, we design a focused line of seasonal must-haves – from the perfect T-shirt to the ever-versatile cardigan.

our women’s collection
Feminine & on-trend

We create foundational feminine styles which work for every woman’s wardrobe throughout the year. From our seasonal collections that express the trend for the time, to our seasonless designs, we develop all of our products with an eye to what our customer can add and mix to her wardrobe.

From denim and dresses to suits, we’ve got every element covered for the perfect seasonal look. To complete the mix, we’ve added accessories and jewelry. Alongside our collections, we design a focused line of seasonal must-haves – from the perfect T-shirt to the ever-versatile cardigan.

she is the one

Everyone wants
to be friends with

If WE® was a woman, she’d be a regular woman. Always being her natural, sensitive, yet strong feminine, self.

  • She is a professional in her mid-20’s to mid-40’s
  • She likes and appreciates quality in life
  • She is style conscious and aware of trends
  • She is comfortable in her own skin
  • She is young-at-heart and has a positive approach to life

she is the one
That puts a smile
on your face

If WE® was a woman, she’d be a regular woman. Always being her natural, sensitive, yet strong feminine, self.

  • She is a professional in her mid-20’s to mid-40’s
  • She likes and appreciates quality in life
  • She is style conscious and aware of trends
  • She is comfortable in her own skin
  • She is young-at-heart and has a positive approach to life

our kids’ collection
Playful & full of comfort

Our collections are suitable for every occasion: from school days to play dates to birthday parties and everything in between. Denim is our core business, colour and playful art works are key players and quality and comfort are important to us. The collections are based on the latest trends and the items are easy to combine and built to last.

our kids collection
Playful & full of comfort

Our collections are suitable for every occasion: from school days to play dates to birthday parties and everything in between.

Denim is our core business, colour and playful art works are key players and quality and comfort are important to us.

The collections are based on the latest trends and the items are easy to combine and built to last.

they create their own

Wonderland

If WE® was a kid, it would be a cheerful school kid. A kid that loves to play and is most in his/her element in the company of friends. Basically, the cool kid you want to be friends with.

  • They like to hang out with their friends
  • They show off their cool looks together, especially girls
  • They love to run, climb, jump, hide (and play practical jokes, which is why comfortable stretch and durable quality is so important)

they create their own
Wonderland

If WE® was a kid, it would be a cheerful school kid. A kid that loves to play and is most in his/her element in the company of friends. Basically, the cool kid you want to be friends with.

  • They like to hang out with their friends
  • They show off their cool looks together, especially girls
  • They love to run, climb, jump, hide (and play practical jokes, which is why comfortable stretch and durable quality is so important)

our denim brand

Blue Ridge

Blue Ridge is our stylish, contemporary denim brand with the latest developments in washing, detailing and fits. It has extended product ranges in tees, sweat, shirts, knitwear & jackets and the items are easy to dress up or down.

We develop Blue Ridge fully in-house - from sketch until final product - and all Blue Ridge products are made exclusively for WE®.

Did you know we sell over one million jeans per year for men, women and kids? Blue Ridge is the second most bought denim brand in the Netherlands for men in the age of 20 – 34 years.
(Quantitative study by MeMo2, 2017)

our denim brand
Blue Ridge

Blue Ridge is our stylish, contemporary denim brand with the latest developments in washing, detailing and fits. It has extended product ranges in tees, sweat, shirts, knitwear & jackets and the items are easy to dress up or down.

We develop Blue Ridge fully in-house - from sketch until final product - and all Blue Ridge products are made exclusively for WE®.

Did you know we sell over one million jeans per year for men, women and kids? Blue Ridge is the second most bought denim brand in the Netherlands for men in the age of 20 – 34 years.

Visitors and
Sales figures

our facts
WE® in numbers

customers

  • WE Fashion has 4.5 million WE IS ME members
  • 50 million visits to WE Fashion every year, both online & offline
  • 125K visitors (online + stores) per day. Every day 125K visitors come to our store, which is equal to the population of the city of Leiden

items

  • In 2019, 6.4 million WE® items were sold via store + online + online partners
  • In 2019, 1.338.281 pairs of jeans were sold. Fun fact: that is one pair for every person who travels by public transport every day in The Netherlands
  • Last year, 83.000 blazers for women were sold. So, WE power-dressed 8.3% of employed women in the Netherlands

social media

Impressions:

Followers:

750K per month

42K

Impressions:

Followers:

3,4M per month

142K

Impressions:

Followers:

1M per month

3.7K

Visitors and
Sales figures

our facts
WE® in numbers

customers

WE Fashion has 4.5 million WE IS ME members

50 million visits to WE Fashion every year, both online & offline

125K visitors (online + stores) per day. Every day 125K visitors come to our store, which is equal to the population of the city of Leiden

items

In 2019, 6.4 million WE® items were sold via store + online + online partners

In 2019, 1.338.281 pairs of jeans were sold. Fun fact: that is one pair for every person who travels by public transport every day in The Netherlands

Last year, 83.000 blazers for women were sold. So, WE power-dressed 8.3% of employed women in the Netherlands

social media

Impressions:

750K per month

Followers:

42K

Impressions:

3,4M per month

Followers:

142K

Impressions:

1M per month

Followers:

3.7K

the netherlands

employees

stores

germany

employees

stores

belgium

employees

stores

switzerland

employees

stores

Employees

Stores

Countries

%

Employees is female

Is our average age

our flagship stores
More than just a shop

WE® stores are not simply places to shop, they are places to hang out. Flagships showcase the entire WE® collection for Men, Women & Kids. The inspiring interior provides easy access to all of our styles, sizes and colours.

Our flagship stores are located in Gent, Oberhausen, Bern, Enschede, Amsterdam and Utrecht. The flagship store in Utrecht is our biggest in Europe.

Employees

Stores

Countries

%

Employees is female

Is our average age

our flagship stores
More than just a shop

WE® stores are not simply places to shop, they are places to hang out. Flagships showcase the entire WE® collection for Men, Women & Kids. The inspiring interior provides easy access to all of our styles, sizes and colours.

Our flagship stores are located in Gent, Oberhausen, Bern, Enschede, Amsterdam and Utrecht. The flagship store in Utrecht is our biggest in Europe.

our sales channels
The online shopping
experience

Wefashion.com is not only an important and rapidly growing sales channel, but also a lot of store customers start their customer journey by exploring the new collection online. This makes wefashion.com a very important traffic driver to our stores. We see that consumer behaviour is shifting more and more to mobile. Already over 70% of our online traffic is smartphone traffic.

This makes it very important to serve every customer the right content at the right time, because competition is only one tap away.

We have the ambition to keep growing online. Working together with online partners is part of that. It makes our brand accessible to an even wider audience. We are represented in 11 countries: The Netherlands, Belgium, Germany, Switzerland, Austria, France, Italy, Spain, Finland, Poland and Denmark.

our sales channels
The online shopping
experience

Wefashion.com is not only an important and rapidly growing sales channel, but also a lot of store customers start their customer journey by exploring the new collection online. This makes wefashion.com a very important traffic driver to our stores. We see that consumer behaviour is shifting more and more to mobile. Already over 70% of our online traffic is smartphone traffic.

This makes it very important to serve every customer the right content at the right time, because competition is only one tap away.

We have the ambition to keep growing online. Working together with online partners is part of that. It makes our brand accessible to an even wider audience. We are represented in 11 countries: The Netherlands, Belgium, Germany, Switzerland, Austria, France, Italy, Spain, Finland, Poland and Denmark.

our partners

our collaborations

Better together

In line with the better together mission, WE Fashion believes in the power of collaboration. It is no coincidence that WE Fashion now has a large number of very successful (and award-winning) collaborations to its name.

From Doutzen, GTST, The Voice Kids, Typhoon, Hashtag Workmode and LINDA. to partnerships with micro & macro influencers such as Aranka van der Voorden, Koen Weijland and De Huismuts. All aimed at touching the hearts of our customers and creating more meaning to the brand.

The choice for influencers and partners is made based on the match in core values. It is intended that the person or medium in question can strengthen our brand with his or her content and vice versa. So, it’s not just promoting a product. Storytelling is key. Finally, we truly believe in the power of long-term relationships. In this way you build trust and the cooperation is also credible.

our collaborations
Better together

In line with the better together mission, WE Fashion believes in the power of collaboration. It is no coincidence that WE Fashion now has a large number of very successful (and award-winning) collaborations to its name.

From Doutzen, GTST, The Voice Kids, Typhoon, Hashtag Workmode and LINDA. to partnerships with micro & macro influencers such as Aranka van der Voorden, Koen Weijland and De Huismuts. All aimed at touching the hearts of our customers and creating more meaning to the brand.

The choice for influencers and partners is made based on the match in core values. It is intended that the person or medium in question can strengthen our brand with his or her content and vice versa. So, it’s not just promoting a product. Storytelling is key. Finally, we truly believe in the power of long-term relationships. In this way you build trust and the cooperation is also credible.

We Care.

We truly care about
all people and our planet

Our main goal is, together with all stakeholders, to find the right connection between social, environmental, and economic interests so that fashion can become sustainable. We behave responsibly so that everyone can trust WE Fashion to create products that are made with respect for people and the planet. Now and in the future.

We are proud that the WE sustainability strategy forms an essential element of our company. We believe this strategy will enable us to deliver greater value and innovation.

The WE sustainability is based on 4 pillars:

improving the supply chain:

We believe this strategy will enable us to deliver greater value, innovation and competition in the years to come.

Making better products:

We want to minimize the burden on the environment by using more environmentally friendly fibers and materials for products, and using cleaner factories for production.

Improving our way of working:

We believe this strategy will enable us to deliver greater value, innovation and competition in the years to come.

Giving back to society:

We do not only want to focus on creating profit, but we want all parties involved to benefit from the production of our clothing. It is our responsibility to give back to society.

WE® headquarter

Our European WE® headquarters is based in the center of the Netherlands: Utrecht. The building is commissioned by owner Mr. de Waal and was inspired by his passion for sailing. Next to this building is our European distribution center, where we take care of shipping E-com orders to our customers and distribute goods to branches in all countries.

We truly care about
all people and our planet

Our main goal is, together with all stakeholders, to find the right connection between social, environmental, and economic interests so that fashion can become sustainable. We behave responsibly so that everyone can trust WE Fashion to create products that are made with respect for people and the planet. Now and in the future.

We are proud that the WE sustainability strategy forms an essential element of our company. We believe this strategy will enable us to deliver greater value and innovation.

The WE sustainability is based on 4 pillars

improving the supply chain:

We believe this strategy will enable us to deliver greater value, innovation and competition in the years to come.

Making better products:

We want to minimize the burden on the environment by using more environmentally friendly fibers and materials for products, and using cleaner factories for production.

Improving our way of working:

We believe this strategy will enable us to deliver greater value, innovation and competition in the years to come.

Giving back to society:

We do not only want to focus on creating profit, but we want all parties involved to benefit from the production of our clothing. It is our responsibility to give back to society.

WE® headquarter

Our European WE® headquarters is based in the center of the Netherlands: Utrecht. The building is commissioned by owner Mr. de Waal and was inspired by his passion for sailing. Next to this building is our European distribution center, where we take care of shipping E-com orders to our customers and distribute goods to branches in all countries.