Family-owned, Switzerland-based producer of knits Christian Eschler AG, is celebrating its 80th anniversary in 2007 and is marking the occasion with a relaunch of the company’s brand.
Whilst being proud of its 80-year history the company—which is now managed by the third generation of the Eschler family, brothers Alex and Peter Eschler—the company is looking to the future by implementing new technology, looking into new markets, and creating a new image. With this in mind Eschler plans to consolidate its market strategy and concentrate on creating a single top brand. “With our new approach we want to release and make use of synergies. We would like to share them with our customers; consumers should ask specifically for Eschler textiles—made in Switzerland—and not just any anonymous brand,” said CEO, Peter Eschler. “Our strength lies in our technically highly-developed, functional textiles, which are comfortable to wear. You cannot explain this difference, you have to feel it. That is what we are inviting our customers to do, with our new slogan “Touch Swiss Comfort”. He added that by reassessing its product groups and simplifying its layer system (the Eschler Comfort System), the company hopes to achieve a more modern look for its finished product and offer the consumer clearer information with new hangtags and labels to assist them when buying an Eschler product.
