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CASE STUDY

Product Revitalization for a Leading Central and Eastern European Womenswear Brand

Through these strategic changes, the brand was able to revitalise its product offering, leading to improved sales, a more diverse collection, and a stronger market position.

The Situation

Stagnating sales due to poor trend implementation, lack of product innovation

A fragmented collection resulting in a chaotic shopping experience.

A leading Polish women’s fashion brand was struggling with a lack of successful trend implementation and product innovation. Sales has been stagnating for a number of years. Despite having a large offer with many products, the collection suffered from a paradoxical lack of diversity and a fragmented collection with no clear direction. This led to poor in-store appearance, creating a chaotic and unappealing shopping experience for customers

The Challenge

How can the product department improve their planning and collection structure to increase sales and enhance the brand’s market position?

Approach

We developed and implemented a comprehensive strategy to revitalize the brand’s product offering:
Foundation of Product Development: We optimised the current processes and systems for developing collections. We created a product development process,system and strategy aligning to the best practice international market standard for the needs of the company. We built a new system of coordination and collaboration between buyers and designers.

Foundation of Product Development: We optimised the current processes and systems for developing collections. We created a product development process,system and strategy aligning to the best practice international market standard for the needs of the brand. We built a new system of coordination and collaboration between buyers and designers.
Customer Segmentation and Buying Strategy: We introduced a new buying strategy, organising the collection into segments with different functions in the collection. This structure ensured a balanced assortment that catered to various customer segments, from trend-driven customers to those seeking timeless staples.
Proportion Adjustment: The assortment proportions were carefully adjusted, ensuring that each product category was represented appropriately within the overall collection. This prevented over-saturation of any single category and maintained a well-rounded product offering.
Diversity Through Line Creation: To enhance diversity within the collection, we established two distinct lines, each with a unique focus, ensuring a broader appeal across different customer segments.
Product Optimization: We streamlined the collection by eliminating duplicate products, simplifying the offering, and focusing on customer needs.
Trend Implementation: We conducted a professional analysis of current fashion trends and integrated these insights into the collection. This ensured that the brand remained relevant and appealing to trend-conscious consumers.
Pilot Store Development: A pilot store was established at the brand’s headquarters, allowing the team to build, plan, and present the collection exactly as it would appear in stores. This initiative enabled more effective planning and execution of the in-store experience.
Brand Cooperation System Foundation: We introduced the ‘Collection Brief,’ a document created by product teams to communicate collection content. This brief facilitated closer cooperation with other departments such as sales and marketing, ensuring a more unified brand vision across all channels.

" …we have successfully revitalized the entire product strategy of a struggling brand and achieved steady business growth."

Managing Director

Results

The brand saw a significant sales boost and improved store experience due to a more focused, diverse collection and enhanced visual merchandising.

The implementation of this strategy led to a profound transformation within the brand:

Sales Improvement: The brand experienced a significant increase in sales as a result of the more focused and strategic collection.
Diverse and Cohesive Offer: The collection became wider and more diverse, offering customers a more appealing range of products.
Enhanced Store Experience: The improvements in visual merchandising and store layout led to a better in-store experience, making the brand more attractive to shoppers.