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CASE STUDY

Transforming a Renowned Central and Eastern European Streetwear Brand through Brand Revitalization

By refocusing on its strengths and realigning its strategy, the brand successfully revitalised its identity, strengthened its market position, and set the stage for sustainable growth

The Situation

The streetwear brand struggled with a fragmented product offering and an unclear identity, as its shift from rebellious streetwear to diverse styles and seasonal trends led to confusion and misalignment with its core values.

A renowned fashion brand found itself at a crossroads. While celebrated for its rebellious local streetwear, the brand had started to stray from its roots by focusing on areas outside its core strengths. Efforts to expand its women’s customer base and introduce more seasonal trend-based collections led to a fragmented product offering, with no clear target. The women’s collection, influenced by a sophisticated ‘Parisian French Bohemian’ style, clashed with the brand’s established streetwear identity. The menswear line suffered from product duplication, lack of innovation, and an unclear core identity, leaving customers confused. The brand faced an urgent need to refresh its product lines, marketing strategies, and overall brand experience to drive growth and realign with its core values.

The Challenge

How can the brand refresh its products, collections, marketing, and overall brand experience to grow while staying true to its original identity?

Approach

We developed a comprehensive strategy aimed at realigning the brand with its core strengths and enhancing its global appeal:

Data Collection and Analysis: We began by conducting an in-depth analysis of the brand’s history, market positioning, and customer perceptions. This involved detailed market research, interviews with team members, and visits to various stores to gather insights into the brand’s current standing and challenges.
New Brand Strategy: Based on our findings, we crafted a new brand strategy focused on reinforcing the brand’s strengths. The strategy emphasised the brand’s local identity and heritage, packaging it for a broader global audience. We proposed a menswear-led brand experience, staying true to its streetwear roots and activity-focused identity.
Product and Collection Strategy: We introduced a new product and collection strategy that streamlined the brand’s offerings, eliminating duplicates, and ensuring that each product aligned with the brand’s core identity. This included a renewed focus on activity specific products and collections that resonated with the brand’s target customers.
Unified Visual Identity: To create a cohesive brand experience, we developed a new visual identity that unified all visual elements across products, marketing, and sales channels. This ensured consistency in how the brand was perceived by customers, both online and offline.
Omnichannel Brand Experience Strategy: We implemented an omnichannel brand experience strategy, establishing common goals and a shared vision across departments. This included a system for interdepartmental cooperation, ensuring that all teams worked together to deliver a consistent brand experience.
Enhanced E-commerce Experience: Recognizing the growing importance of online sales, we designed an e-commerce experience that focused on the brand’s key activities and products, making it easier for customers to engage with the brand’s core offerings.

“...team excelled in unifying all visual aspects of our brand, enhancing the brand identity from the customer's perspective."

Managing Director

Results

The new brand vision and streetwear identity aligned all teams with a common vision and achieved a consistent brand identity across all sales channels.

The strategic realignment yielded significant results:

Unified Brand Experience: Customers now experience a cohesive and unified brand, with a clear and consistent identity across all touchpoints.
Aligned Organisational Vision: The brand’s vision and strategy were unified within the organisation, ensuring that all teams were working towards the same goals and delivering a consistent message.
Positive Team Feedback: The brand’s team, including the managing director, expressed high satisfaction with the results. The managing director specifically praised the team for excelling in unifying all visual aspects of the brand and enhancing its identity from the customer's perspective.

By refocusing on its strengths and realigning its strategy, the brand successfully revitalised its identity, strengthened its market position, and set the stage for sustainable growth.