CASE STUDY

Launching a Premium Sustainable Collection to Capture Growth for a Leading Central and Eastern European Fashion Brand

Through a focused strategy on sustainability and premium quality, the brand not only expanded its customer base but also strengthened its position as the leader in sustainable practices in the Central and Eastern European fashion industry.

The Situation

The brand lacked an offering that resonated with the demands of customers in new markets, who placed emphasis on sustainability

As a leading Central and Eastern European fashion brand expanded into Western European markets, it became clear that the brand lacked an offering that resonated with the unique demands of these new customers, who placed a significant emphasis on sustainability. While sustainable fabrics had been introduced in a fragmented manner—organic cotton t-shirts here, recycled polyester jackets there—there was no cohesive collection or clear communication strategy to highlight the brand's commitment to sustainability.

The Challenge

How could the brand attract new customers and build a strong brand image in the competitive Western European markets?

Approach

To address these challenges, we devised a targeted strategy focused on creating a cohesive and premium sustainable product offering:

Formation of a Dedicated Team: We established a new team in Warsaw tasked with the development of a premium, more sustainable collection. This team was responsible for ensuring that the collection met the specific needs and expectations of Western European customers, who prioritise sustainability
Comprehensive Research: The team conducted extensive research, including sourcing sustainable fabrics, identifying reliable suppliers, and analysing market trends. This research ensured that the collection not only met high sustainability standards but also incorporated the latest fashion trends and innovations.
Development of a Premium Sustainable Collection: We launched a new collection specifically designed to appeal to the Western European market. This collection, built around the principles of sustainability and premium quality, featured products made from eco-friendly materials and highlighted the brand’s commitment to environmental responsibility.

Through a focused strategy on sustainability and premium quality, the brand not only expanded its customer base but also strengthened its position as the leader in sustainable practices in the Central and Eastern European fashion industry.

Results

The brand enhanced customer trust and credibility, expanded its customer base, revitalized its brand image, and received widespread positive media coverage.

The introduction of the premium sustainable collection led to several significant achievements:

Industry Leadership: The brand became the first major fashion company in Central and Eastern Europe to launch a premium sustainable collection, setting a new standard in the region.
Enhanced Customer Trust and Credibility: The collection’s focus on sustainability increased trust among customers, enhancing the brand's credibility and aligning it with the values of environmentally conscious consumers.
Expansion of Customer Base: The brand successfully attracted new customers outside its traditional audience, particularly in Western Europe, expanding its market reach.
Revitalized Brand Image: The launch of the sustainable collection refreshed the brand’s image, positioning it as a modern and responsible player in the global fashion industry.
Positive Media Coverage: The collection garnered widespread media attention, with positive press coverage highlighting the brand’s innovative approach to sustainability.