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CASE STUDY

Establishment of a Company-wide Sustainability Standard for a Leading Central and Eastern European Fashion Group

Through these efforts, the company not only strengthened its position in new markets but also set a new benchmark for sustainability in the fashion industry across the region

The Situation

As the company expanded, it realized the need for a unified sustainability standard across its brand portfolio to meet new consumer expectations

As this company expanded its brand portfolio into Western European markets, it faced new consumer expectations, particularly around sustainability. While some individual teams within the product departments had begun introducing sustainable fabrics—such as organic cotton T-shirts and recycled polyester jackets—these efforts were fragmented and lacked cohesion. The flagship brand of the company has plans to launch a "Premium Sustainable" collection, the company recognized the need to establish a unified sustainability standard across its brand portfolio.

The Challenge

How can the company create and communicate more sustainable products to its customers? Moreover, how can it establish a comprehensive sustainability standard that spans the entire organisation across multiple brands?

Approach

Our strategy focused on creating a cohesive sustainability framework that would guide all aspects of product development, branding, and communication within the company:

Consultation and Information Gathering: We began by consulting with key stakeholders across the product, Corporate Social Responsibility (CSR), marketing, and e-commerce teams within all five brands. This cross-functional collaboration ensured that the new standards would be practical, effective, and aligned with each brand’s goals.
Creation of Sustainability Standards: We developed a robust set of sustainability standards, including clear guidelines on certification, auditing processes, and specific targets. We also established a timeline for achieving these goals, ensuring that all brands would have a clear path forward.
Branding and Communication: To effectively communicate the new sustainability initiatives to customers, we created a comprehensive product branding and labelling strategy. This included the design of new labels for sustainable products and the development of a sustainability communication strategy to be used across all marketing channels.
Organisational Transformation: Recognizing the need for ongoing focus and leadership in sustainability, we recommended the creation of a new sustainability department. This department would oversee the implementation of the sustainability standards, ensuring consistent application across all brands, and oversee the continuous development of the sustainability strategy of the company.
Internal Education and Communication: To ensure that the new standards were fully understood and embraced within the company, we conducted a series of presentations and training sessions. These were designed to educate buyers, designers, and other key staff on how to implement the new standards in their daily work, as well as to communicate the importance of sustainability across the organisation.

"... showcased leadership and foresight, coordinating with leaders from several brands to support establishing sustainability standards in our company."

Corporate Image and Public Relation Director

Results

The company led the Central and Eastern European fashion industry by establishing the first comprehensive sustainability standard, enhancing investor relations and brand image, boosting customer trust.

The implementation of this strategy led to a series of positive outcomes:

Industry Leadership: The company became the first large fashion brand in Central and Eastern Europe to establish a comprehensive sustainability standard, complete with clear goals and timelines.
Enhanced Investor Relations and Brand Image: The introduction of the sustainability standard improved the company’s image among investors and enhanced its overall brand reputation.
Increased Customer Trust and Credibility: By committing to clear and credible sustainability practices, the company increased trust among its customers, particularly in markets where sustainability is a top priority.
Successful Launch of Premium Sustainable Collection: The new "Premium Sustainable" collection was successfully launched, capturing new opportunities and attracting customers in key Western European markets.

Through these efforts, the company not only strengthened its position in new markets but also set a new benchmark for sustainability in the fashion industry across the region.