CASE STUDY

Unlocking Growth Through Multi-Brand Strategy for a Prominent Fashion Group in Central and Eastern Europe

Through this strategy, the fashion group successfully transformed its portfolio into a diversified asset, driving growth and reinforcing its position as a leader in the Central and Eastern European fashion industry.

The Situation

As the fashion group expanded internationally, customers struggled to differentiate between its five brands due to overlapping product offerings and similar price points.

A leading Central and Eastern European fashion group with five brands held a strong position in local Polish and Central and Eastern European markets. Each brand had a unique identity within these regions, where customers easily distinguished between them. However, as the group expanded into new international markets, they encountered a significant challenge: customers unfamiliar with these brands struggled to see any meaningful differences among them. This confusion was exacerbated by the fact that there was considerable overlap in product offerings, particularly at similar price points, across the five brands.

The Challenge

How could this company leverage the full potential of all of the brands in its portfolio to increase market share and drive sales growth?

Approach

To address this challenge, a comprehensive multi-brand strategy was developed with a focus on enhancing brand differentiation and catering to diverse customer segments. The approach included:

Brand Segmentation: Each of the five brands was repositioned to target distinct customer groups and market needs. This segmentation allowed each brand to carve out a unique space in the market, minimising overlap and competition within the portfolio.
Tailored Brand Experiences: Recognizing the different behaviours and preferences of male and female consumers, distinct brand experiences were crafted for each gender. This personalization ensured that the brands resonated more deeply with their respective target audiences.
Holistic Approach: The strategy was unified under a holistic framework that ensured all brands operated synergistically rather than in isolation. This approach maximised the overall impact of the portfolio while preserving the individuality of each brand.

"...demonstrated strategic vision and execution in revitalizing our product and brand portfolios, driving growth and formulating and implementing a multi-brand strategy. Their innovative approach and leadership supported the development of our company."

Founder and CEO

Results

The company achieved clear brand differentiation, increased market share, and substantial sales growth by effectively targeting distinct customer segments and leveraging a multi-brand strategy.

The implementation of the multi-brand strategy led to significant positive outcomes:

Clear Brand Differentiation: Each brand within the portfolio now had a well-defined identity that resonated with distinct customer segments. This differentiation was especially effective in new markets, where customers quickly recognized the unique value propositions of each brand.
Increased Market Share: The strategic repositioning allowed the company to capture a larger share of the market, both in its traditional strongholds and in new regions.
Sales Growth: By targeting specific customer needs and preferences more effectively, the company achieved substantial sales growth across its portfolio, validating the multi-brand strategy as a powerful tool for market expansion.