Healthcare apparel brand WonderWink is dropping the first half of its name as part of a rebranding effort.
The brand, now called Wink, has begun a rebrand to reposition itself as a healthcare apparel company focused on style and fit.The focus is on introducing Products that make it easier for healthcare workers to perform their roles by incorporating a design that considers all the tasks they might need to perform. In addition to the company name change, the logo has also changed slightly.
“Wonderwink previously used a different logo, but we felt that logo was not representative of the modern consumer,” said Sue Caprani, senior vice president of brand and strategy. told Retail. We wanted to modernize our brand. But we still wanted to retain the brand attributes that are true and authentic to us: playful and authentic. ”
Rebranding efforts are common for companies looking to reinvigorate their brand. This allows brands to adjust their image and attract new customers. Competition in the healthcare apparel industry has also increased in recent years, with trendy DTC companies such as Figs and Jaanuu aiming to capture more market share.
“As a legacy brand in the healthcare space, we were a really established and trusted brand,” Caprani said. “Like a lot of other apparel companies entering this space, function leading with style is really what we’re focused on with this rebrand.”
Wink was first launched in 2010. At the time, it was known for offering a wide range of color options and expanded sizes. Its product design will be the main focus of this rebrand, with new styles expected to launch in the coming months. Wink’s parent company, CID Resources, was acquired by healthcare apparel company Superior Group of Companies in 2018 for approximately $88 million. Superior’s first quarter net sales increased 6.2% to his $138.8 million. The company did not say how much of its sales came from Wink.
The company currently has thousands of SKUs and 624 styles, including tops, pants, jackets and lab coats. Wink scrubs come in up to 12 colors per collection and in sizes from XS to 3XL. The company’s products are available through WinkScrubs.com, Amazon, and more than 800 independent and national retailers.
“It’s so important that all scrubs are effective and that healthcare workers feel great in what they’re wearing,” said Katherine Verdotti Donlan, President of Healthcare at Wink. . “They reach for patients, bend and move, and walk up to four miles a day. [health care workers] No need to worry about scrubbing performance. They only have to worry about their own jobs. ”
Donlan said the company is moving away from using materials such as cotton that don’t stretch and move easily. Wink also plans to add new features to the scrubs to facilitate movement for healthcare workers, including a flexible back panel to support physical activities on the job, such as lifting, walking and leaning.
Earlier this month, Wink launched the latest version of its popular Renew collection. The scrubs feature details such as a chest pocket with a pen holder, a comfortable yoga waistband, and flared leg pants for added freedom of movement. The Renew collection will initially launch in fall 2021, and Wink plans to add more products with performance-based features.
Rebranding can be difficult to execute, said Melissa Minkow, director of retail strategy at digital consulting firm CI&T. She said some brands may not realize how much brand recognition they had with certain audiences before rebranding. As a result, they can lose credibility and appeal to existing customers.
But rebranding is also a chance for a brand to start fresh, Minkow said. “In a sense, you’re starting with a clean slate,” she says. “You can change something that you weren’t very happy with before. You’re giving yourself permission to do that, and if you feel like you can reach more somewhere else, you can change it completely. You can also pursue your target audience.”
In addition to new products, the company plans further initiatives to move the brand forward. In March, the company partnered with Taskrabbit to hold a raffle where 12 people could win a Task Rabbit redemption code worth $250. Participants were required to tag the two people in the comments section of their posts, and the social campaign increased brand awareness.
“There’s a saying that what you wear determines how you feel, and we know that’s true even for medical professionals,” Caprani said.
