A recent episode of the EGN Podcast brought an inspiring discussion with Lydia Kind, VP of Creative and Communications at Westwing. Hosted by Efe von Thenen, the episode delved deep into how Westwing has built its identity as a “love brand,” creating emotional connections with its customers through a unique approach to beauty, design, and authenticity.
Our guest revealed the essence of Westwing’s brand identity: beauty is not just about aesthetics but also kindness—to oneself, others, and the world. This philosophy underpins every decision made by the brand, from product offerings to marketing campaigns. For Lydia Kind, beauty transcends design, weaving itself into the customer experience, content, and even corporate culture.
“Everything we do revolves around the question: Is this beautiful? Is this adding something valuable to our customers?” Lydia Kind said, emphasizing that beauty for Westwing includes inclusivity and relatability.
Customer retention
A staggering 80% of Westwing’s buyers are repeat customers. Our guest attributed this loyalty to the brand’s emphasis on inspiring, authentic, and high-quality content. From meticulously curated home stories to creative campaigns, Westwing ensures customers return not just for the products but for the experience.
“It’s the details in the content and presentation that matter,” she explained. “Come back tomorrow, and you’ll find new inspiration.”
Authenticity in influencer marketing
Lydia Kind shared valuable insights into Westwing’s influencer marketing strategy, which prioritizes authenticity over reach. Instead of collaborating with creators based on their follower counts, the brand focuses on those who genuinely resonate with its values and products. This approach has fostered a community of influencers who advocate for the brand in a sincere and relatable manner.
Premium positioning and inclusivity
While Westwing positions itself as a premium brand, Lydia Kind underscored its inclusivity. Whether a customer has a cozy studio apartment or a luxurious townhouse, Westwing aims to elevate their living spaces. The company showcases diverse homes in its stories, offering inspiration for all lifestyles and budgets.
Challenges and vision
Our guest also acknowledged the challenges of proving the impact of creativity in a data-driven industry. Yet, she believes in the long-term value of storytelling and staying true to the brand’s vision. With a foundation built on beauty, authenticity, and premium quality, Westwing is poised to navigate the evolving home and living market.
Looking ahead, Lydia Kind hinted at exciting developments for Westwing, driven by innovation and adaptability. “It’s important to stay awake and embrace change. That’s how we’ll continue inspiring and growing.” Want to hear more? Watch the full talk below:
Can’t watch? No problem. It is also available on Spotify and Apple Podcast.
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