CASE STUDY

Driving International Brand Growth through Market-Centric Strategies for a Renowned Fashion Brand

By fostering a deeper understanding of international markets and aligning product and marketing strategies with global customer needs, the brand successfully positioned itself for sustained growth outside of its home market, establishing a stronger presence in key international regions.

The Situation

A leading fashion brand from Poland was expanding beyond Poland and aims to leverage international growth opportunities by improving its team's knowledge of global fashion trends and consumer preferences.

A leading Central and Eastern European fashion brand based in Gdańsk, Poland, encountered an important opportunity for growth. While the team, made up of skilled local talent, had a strong focus on meeting the needs of Polish customers, the brand’s expansion required a broader understanding of international markets. With less than half of its sales coming from the local market and significant growth potential abroad, Recognizing the need to enhance the team's knowledge of global fashion trends and customer preferences, we identified this as a key factor for driving the brand’s success beyond Poland.

The Challenge

How can the brand effectively grow in international markets outside of Poland, leveraging its existing resources while expanding its market knowledge?

Approach

To address this challenge, we developed a strategic plan centred on leveraging internal resources and fostering a deeper understanding of key international markets:

Multi-Local Workshops: We organised a series of workshops within the company, bringing together sales and marketing teams from key markets outside of Poland. These sessions also involved a wide range of personnel from the product department at the Gdansk headquarters. The workshops were designed to facilitate knowledge sharing and collaborative strategy development.
Actionable Product Initiatives: Through these workshops, we guided the teams in developing actionable product initiatives tailored to the specific needs of customers in different international markets. This approach ensured that the brand’s product offerings were aligned with the preferences and demands of its increasingly diverse customer base.
Building Market Understanding: A key goal of the workshops was to build a common understanding of international markets and customer needs among the teams. This shared knowledge was critical in aligning the company’s efforts and ensuring that all departments were working towards the same objectives.
Product-Led Marketing Strategies: We helped the teams develop product-led marketing strategies specifically designed to target customers in markets outside of Poland. By aligning marketing efforts with the brand’s product initiatives, we ensured a cohesive approach that resonated with international audiences.

By fostering a deeper understanding of international markets and aligning product and marketing strategies with global customer needs, the brand successfully positioned itself for sustained growth outside of its home market, establishing a stronger presence in key international regions.

Results

The brand achieved strong growth in key international markets by aligning team understanding, enhancing product diversity, and tailoring strategies to regional preferences.

The strategic initiatives led to significant achievements for the brand:

Strong Growth in Key International Markets: The brand experienced substantial growth in key markets outside of Poland, demonstrating the effectiveness of the tailored product and marketing strategies.
Unified Market Understanding: There was a notable increase in the common understanding between teams regarding the needs of international customers. This alignment allowed for more effective collaboration and strategic decision-making.
Increased Diversity in Product Offerings: The workshops and collaborative efforts resulted in a more diverse and varied product lineup, catering to the tastes and preferences of customers in different regions. This diversity not only strengthened the brand’s global appeal but also contributed to its overall market success.