In 1969, Eduard’s 24-year-old son Heinz joined the company, introducing a wave of new fashion ideas. The qualified business administrator had one of the most advanced computing systems installed, refined the production technologies and processes, and developed a collection with a stylish flair.
He expanded the company’s marketing activities, emphasising the DRESSLER brand in order to increase the firm’s international profile. His motto: “We make clothes which have the quality of tailor-made garments, but which give the wearer a pleasant freedom of movement thanks to their fashionable, relaxed cuts.” Along with quality, the focus was increasingly on comfort, since a growing trend toward leisurewear was becoming evident.
Made exclusively in Germany, the company’s suits were tailored from super-light, supple materials such as virgin wool, mohair, cashmere, cotton and linen. In 1977, the company employed 750 people.
A prize-winning marketing campaign was launched using the tagline “Tailor-made freedom”. It featured images by international photographers which had been shot in Nepal, Finland, Morocco, Scotland and New York. The pictures not only featured the product, but the setting as well – communicating a freedom that was appealing and comfortable.