CASE STUDY

Revitalizing for the Next Generation for a Leading Central and Eastern European Denim Brand

Through strategic realignment and a focus on its core strengths, the brand successfully revitalised its identity, reconnected with its target market, and positioned itself for future growth

The Situation

The denim brand struggled with stagnating sales and unclear identity due to a fragmented focus on both price-conscious and trendy customers, leading to confusion about its target audience and ineffective product offerings.

A well-known Central and Eastern European denim brand faced stagnating sales after years of focusing on customers in smaller cities where there was less competition. The brand's identity had become unclear, with its target audience ranging from 15 to 50 years old, despite its historical positioning as a brand for younger customers. The product offering was polarised between catering to price-conscious shoppers with long-standing bestsellers and attempting to attract young, trendy customers with edgy products. While the brand saw some success in the Russian market before its exit, there was fragmented understanding within the team about the needs and preferences of young customers in Central and Eastern Europe.

The Challenge

How can the brand refresh its products, collections, marketing, and overall brand experience to attract and grow its target customer base?

Approach

Our strategy involved a comprehensive analysis and realignment to refocus the brand on its core strengths:

Brand and Market Analysis: We began by analysing the brand’s history, current product offerings, and collection structure. We conducted in-depth research into the psychology and needs of young people, specifically focusing on differences between young customers in Central and Eastern Europe versus global markets.
New Brand Strategy: We integrated our findings to develop a revitalised brand strategy, narrowing the target audience to 15-25-year-olds. This strategy emphasised the brand’s core strengths—denim and jersey products—while aligning the brand identity with the youthful, dynamic customers it sought to attract.
Product and Collection Strategy: We restructured the product and collection offerings to focus on three core customer types. This involved optimising the range by eliminating product duplications and strategically diversifying the collection to appeal to new, younger customers.
Change Management: We facilitated a change management process to unify the team around the new brand direction. This included balancing the focus between building collections for price-conscious customers and developing trend-driven products for other shoppers.
Omnichannel Brand Experience Strategy: To ensure a consistent brand experience, we implemented an omnichannel strategy. This strategy established common goals and a shared vision across all departments, fostering interdepartmental cooperation to deliver a unified customer experience.

"... helped us revitalize our brand that had been stagnating. Their new brand strategy and vision clearly redefined our target audience, guiding us to redirect our collection and rebuild our brand experience, resulting in a clear market position and new customer growth."

Product Director

Results

The brand effectively attracted young customers in Central and Eastern Europe, revitalized its product offering with successful trends, boosted full-price sales, and built a loyal, higher-quality customer base.

The brand revitalization yielded significant results:

Target Audience Captured: The brand successfully attracted its target audience of young customers in Central and Eastern Europe.
Successful Trend Implementation: The brand overcame previous struggles with trend implementation and product innovation, resulting in a refreshed and competitive product offering.
Increased Full-Price Sales: The brand saw a significant increase in full-price sales, reflecting the success of its new strategy.
Higher Quality Customer Base: The brand gained more loyal and higher-quality customers within its target audience, setting the stage for sustainable growth.

Through strategic realignment and a focus on its core strengths, the brand successfully revitalised its identity, reconnected with its target market, and positioned itself for future growth.