092 WHAT'S THE STORY
The Principle of Change Airfield. Formal children’s clothing, outdoor jackets for men, complete collections for eternally youthful women: Airfield has passed a number of milestones on its way to becoming an internationally active fashion company. Founder Walter Moser’s secret to success: change. Text: Jeanette Fuchs. Photos: Airfield
If you ask Walter Moser to talk about the past, or better yet about change, you will unavoidably find yourself transported into the future. The founder of the company headquartered in Seewalchen am Attersee is well aware that change requires a skilled hand: "You might have lost one customer before you have even attracted another," is his summation of the tightrope walk. Creating a Foundation
The change currently underway is the brand's subtle rejuvenation. Sophia Bitter, Head of
Airfield Marketing and PR for some months now, is involved in the success of this process. "We grew for over 15 years. During that time, our core audience grew older. We have worked hard to cultivate and satisfy them, but need to make sure we revitalize our foundation at the right time," explains Moser, who hopes to reap the benefit of this reorientation in one to two years. The brand's core character traits will not change however: "Airfield has always been a recognizable and opulent brand. But this doesn't have to mean rhinestones and bling. It can also be
represented by subtle embroidery or exceptional interior workmanship," explains Airfield's owner. He is well aware of the difference between the jacket and blazer as Airfield constants and the seasonally dependent leaning towards a skirt or frock, yet he also sees a trend towards the readyto-wear as well: "In the past a customer would buy a winter jacket in July. Today she wants to wear her purchases immediately." A development the company pays homage to with four collections a year and programmes for monthly distribution. Tradition is a thing of the past
"You have to have experienced change to be able to live a brand," Moser says. Today the roots set down in Seewalchen play a subordinate role for the label represented in 40 countries: "When a company reaches a certain size, traditions lose their importance. It used to just be my father, my mother and me. Today we have department heads who act on their own." The company was founded in 1967 and offered communion and traditional Tracht suits for boys. A jacket collection for men was launched under the "Air" name in 1984 and the "Airfield" trademark was created soon after. After unisex jackets at the end of the 80s, the company turned exclusively to womenswear in 1994. Walter Moser describes the motivation behind the
“Certain things have to come together at certain times for every label; they have to capture the zeitgeist.” Airfield owner Walter Moser
Airfield owner Walter Moser has been involved in the company’s growth from the very beginning.
213 style in progress