The lingerie provider Skiny GmbH is repositioning itself and, in addition to a new brand identity, also has a new boss in its luggage.
Albert Ng is taking over the role of CEO, the lingerie brand based in Götzis, Austria, announced on Friday. Last year he took over “a large part of the agenda” from his father Robert Ng, who as chairman of the board heads the parent Huber Holding, which, in addition to Skiny, also includes brands such as Huber and Hanro. Before joining the Huber Group in Austria, Albert Ng had worked as a business lawyer in Melbourne for the past ten years.
Albert Ng is supported by Martina Brown, who has headed the marketing and communications department since last year and has decades of experience in the day and nightwear sector.
New brand identity
The lingerie brand Skiny, founded in 1986, wants to return to its origins with the new slogan “Bright, Bold, Fany”. For this purpose, color blocking should be used in the imagery of campaign shoots. The brand logo was also adjusted – a straight, black lettering on a light background without a slogan now stands for the brand.
In terms of collections, the brand is now focusing on the “Micro Essentials” and “Wonderfulace” lines, which were launched for FW23 and rely on recycled lace. Key products such as non-wired soft bras, bralettes and panties made of lace, cotton and microfiber are intended to form the basic structure, which is then supplemented by trend-oriented pieces and new colors depending on the season.
The goal now is to create innovative products and thus stay one step ahead of the trends in the industry, Albert Ng explained his vision. The brand boss also sees further potential in online retail and wants to improve his own appearance. Furthermore, we are also in close contact with our wholesale partners in order to bring the new brand identity into the retail space.