CASE STUDY

Co-Creating with Youth to Transform a Renowned Central and Eastern European Fashion Brand

By embracing co-creation with youth influencers, the brand not only succeeded in attracting younger customers but also transformed its approach to product development, setting a new standard for engaging with this key demographic.

The Situation

The brand's leadership and product teams had a fragmented and outdated understanding of what younger audiences wanted

A leading Central and Eastern European fashion brand faced a significant challenge: it struggled to attract younger customers. The brand's leadership and product teams, mostly over the age of 30, had a fragmented and outdated understanding of what younger audiences wanted. Their attempts to appeal to this demographic were based on assumptions rooted in the behaviours and preferences of youth from 15-20 years ago, resulting in a lacklustre product offering that failed to engage the modern young consumer.

The Challenge

How could the brand build a credible and appealing offer to attract and retain younger customers?

Approach

To address this challenge, we introduced a groundbreaking approach that redefined how the brand developed collections for younger audiences:

Co-Creation with Youth Influencers: We formed a specialized product team that worked directly with key opinion leaders and influencers under the age of 25 in the Polish market. These young collaborators were involved in every step of the design process, ensuring that the products resonated authentically with their peers.
Integrated Marketing Collaboration: The young co-creators partnered with the brand's internal marketing teams to develop and execute campaigns that communicated the newly co-created products. These campaigns were promoted not only through the brand's official channels but also via the personal social media platforms of the influencers, maximizing reach and impact.
Dedicated E-Commerce Platform: To showcase the innovative collections, we created a special e-commerce page that highlighted the co-created products, offering a unique shopping experience tailored to the preferences of younger consumers.

The brand not only succeeded in attracting younger customers but also transformed its approach to product development, setting a new standard for engaging new customer targets.

Results

The brand revitalized its image, gained market recognition, and enhanced its reputation by establishing an award-winning co-creation model

The introduction of this co-creation model led to significant outcomes for the brand:

Innovative Collection Development Model: The brand established a new and successful way of developing products and collections, directly involving the target demographic in the creative process. This model has since become a cornerstone of the brand's product development strategy.
Market and Industry Recognition: The co-created collection and its accompanying campaign received widespread acclaim, winning numerous prestigious awards for marketing and innovation.
Revitalized Brand Image: This initiative played a key role in refreshing the brand's image, making it more relevant and attractive to younger audiences, and positioning it as a forward-thinking leader in the industry.
Positive Media Coverage: The co-creation approach generated substantial positive press and media coverage, further enhancing the brand's reputation and visibility.