Top-notch customer service in an online shop? That’s exactly what Raphael Weißert strives for. Alongside running Zunft.de, the leading online store for traditional German guild clothing, he has also launched Kluft.de, a shop dedicated to workwear. In both stores, he brings his vision of excellent customer service to life by creatively leveraging technology.
BI: Hi Raphael, thanks for taking the time to speak with us. Could you start by giving us a quick overview of your career path?
RW: Absolutely! I built my first website when I was 14, for my dad. After that, I created several small projects for other companies and school-related work. After training as a tax clerk, my brother Sebastian and I launched our first online shop, Zunft.de, back in 2006. It was slow going at first, and we even considered giving up, but we kept coming up with ideas to improve the site and win over customers.
Once we switched to a different shop system that gave us more creative freedom, things began to take off. Five years after we launched the shop, I also decided to start studying to deepen my professional knowledge.
Your new shop, Kluft.de, focuses on customers looking for workwear. What specific needs do these customers have?
I always try to put myself in the shoes of potential customers: What are they looking for? What information do they need? What questions are they asking themselves? From there, we develop various strategies to help them as best we can.
For example, we know that many businesses want a unified look for their entire team. That’s why we offer full collections designed to inspire team outfits. Once a customer picks a certain style, they can immediately see matching items for both women and men – all in one place. We also offer custom logo printing or embroidery to give teams that final professional touch.But there are also customers who want something more stylish than classic workwear. For them, we’ve created what we call “single looks” – outfits inspired by current fashion trends, offering more options to bring some personal flair into the workplace.
For those who know exactly what they’re looking for – like a specific type of work jacket or trousers – we have a virtual “advisor” in each product category. It guides them, either via text or video, to the right product. Plus, we’ve added in-depth product comparison tools, so users can easily compare items down to the smallest detail.
With Kluft.de, you’ve implemented many ideas to improve customer and user experience. How is your shop different from other workwear stores online?
The big difference is that we didn’t rely on a standard shop template – we rethought almost everything from the ground up. Our focus is on the specific needs of customers looking for workwear.
In our product listings, we already show key information like how durable or flexible each item is. Our comparison features are especially detailed because every product type – say, cargo trousers versus bib overalls – comes with its own set of criteria. We also include information that other shops often overlook, like whether trousers have knee pad pockets or not. Plus, we link directly to matching accessories, like knee pads or complementary looks, right from the product page, making it easy to complete an outfit.Since manufacturers usually provide inconsistent product data, we developed our own standardized system so that all items can be compared fairly.
You also use short explainer videos about fits, fabrics, and special product features to guide customers through your shop. How did that idea come about, and what benefits does it offer?
We thought about what it’s like when you visit a physical store. A good salesperson will ask a few targeted questions and quickly recommend the right products. For example, when buying guild trousers, you can usually narrow it down with just four questions. We’ve translated this process into the digital space: our videos briefly explain the differences between models and ask a few simple questions. This way, each customer gets tailored recommendations without having to scroll through endless product pages.
At a time when many stores rely on stock photos or AI-generated images, your shop stands out. Where do your images come from?
We only photograph real guys and cool women. Authenticity is extremely important to us. You can tell right away when other shops use models who’ve never set foot on a construction site. Our customers recognize that our photos feature people just like them – colleagues, so to speak. That’s why we regularly get people applying to be in our shoots. We look for individuals with great charisma and interesting stories.
For instance, we might choose a 76-year-old who still loves working over a young, photogenic carpenter. There’s always a story behind our images, and you can feel that.
When we launched Kluft.de, we needed tons of photos because we decided to shoot every product on a real person. Of course, that raises the question: where do you find so many fitting characters? At that point, I was constantly scouting for new faces. I even discovered someone at the grocery store and another person in the park! You could say I have a license to check people out (laughs). But it definitely takes some courage to approach strangers and ask if they’d be interested in modeling for us. Most people are skeptical at first, and only a few actually follow up.
You mentioned technology earlier – are you experimenting with AI?
Yes, but for now, we’re not fully satisfied with AI-generated product images. That said, we’re constantly testing new tools. For example, our video advisor is entirely AI-generated. I once filmed myself for two minutes and recorded the voiceover. Based on that, we can now create as many advisor videos as we like without me having to get back in front of the camera. It saves a huge amount of time and ensures that all the videos have a consistent look and feel.
It sounds like you’ve successfully translated your passion for the products and your personal touch into your online shop. Is that the secret to your success?
I’d say it’s less about me personally and more about our enthusiasm for high-quality workwear and the respect we have for our customers. In online retail, three key factors are crucial: wide selection, high availability, and fair pricing. Once those are in place, it’s our passion for the products and the personal connection we create with customers that make the difference.
We always like to end with a fun anecdote. Has anything ever gone really wrong at work?
There’s one thing I’m still embarrassed about to this day. We once sent a customer a pair of trousers that had been returned by someone else. That’s pretty normal for us, as many customers order two sizes and return one. But in this case, the first customer left a used tissue in the pocket, and the second customer found it when trying the trousers on. You can imagine how awkward that was. We’ve since put strict processes in place: every item is now thoroughly cleaned, folded, and, most importantly, every single pocket is checked to make sure nothing gets left behind. You wouldn’t believe the things we’ve found: keys, wallets, pens, receipts, trash – it happens more often than you’d think!
One last question: what’s next for you? Any plans in the pipeline?
One major challenge in the fashion and textile industry is getting sizing right. We want to give customers clear recommendations on which trousers fit best and in what size. To do that, we need to measure every model precisely and cross-reference it with historical data – it’s a pretty complex task. Many have tried, but few have succeeded. We’re determined to crack it.
We also want to expand our logo service. Many businesses want their logo printed on work jackets, sweaters, or trousers, but the process usually takes days or even weeks and requires high minimum order quantities. Our goal is to offer custom logo printing starting from just one piece, with a 24-hour turnaround. It’s ambitious, but if we can pull it off, it’ll be a unique selling point that sets us apart even from big competitors like Engelbert Strauss.Thanks so much for your time, Raphael!
My pleasure! I’m happy if our ideas for workwear, trousers, jackets, and our logo service resonate with people. Thanks for having me!
Raphael Weißert demonstrates how traditional values like customer focus and quality can be combined with modern technology. His approach – putting customers’ needs first while introducing creative solutions like virtual advisors and authentic photography – makes his workwear shop stand out. With ambitious plans like an advanced sizing tool and a fast, flexible logo service, it will be exciting to see how he continues to shape the industry. One thing’s for sure: Raphael Weißert is committed to staying close to his customers – even in the digital space.
Interview conducted in February 2025.