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CASE STUDY

Transforming Product Innovation to Capture New Markets and Customers

Through strategic product innovation and targeted collection development, the brand not only revitalised its image but also established a stronger foothold in key international markets, setting the stage for sustained growth and success

The Situation

As the brand expanded, it struggled to offer compelling products to these new audiences and younger customers.

A leading Central and Eastern European fashion brand encountered a challenge in consistently implementing and scaling trend innovations. While smaller teams worked on creative initiatives, these efforts didn’t always achieve the broader impact needed across departments or the brand as a whole, making it difficult to effectively convey these innovations to customers. As the brand expanded into other European markets, it faced difficulties in offering products that resonated with new audiences, particularly younger consumers. The brand's need to strengthen its modern and credible offerings for these demographics was becoming a key factor in driving future growth and market penetration.

The Challenge

How can the brand attract new customers and enhance its image through innovative products and targeted collections?

Approach

To address these challenges, we developed a comprehensive strategy focused on product innovation, market research, and targeted collection creation:

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  1. Formation of a Specialized Team: We supported establishing a new team based in Warsaw dedicated to creating special collections driven by trend research and product innovation. This team was tasked with identifying and targeting new market opportunities, ensuring that innovations were cohesive and communicated effectively at the brand level

  2. Market and Trend Research: The new team conducted extensive market and trend research to identify opportunities in other European markets and among younger demographics. This research provided the foundation for developing new product concepts that would resonate with these audiences.

  3. Creation of New Collections:

  • Flagship Special Collection: This collection was created to cater specifically to Western European customers, with a focus on identifying and elevating local Central and Eastern European cultural elements for a global audience. It was initially developed to support the brand's entry into the UK market.

  • Premium Sustainable Collection: In response to growing demand for sustainability, especially in Western Europe, we introduced a premium collection that emphasised eco-friendly practices and materials.

  • Unisex Collection: A collection of unisex clothing was developed to tap into emerging trends and new market opportunities, appealing to a broader, more diverse customer base.

  • Gen-Z Co-Creation Collection: To attract younger customers, we launched a collection co-created and communicated by influential young people in key markets. This initiative helped the brand connect and attract younger customers on a deeper level.

  • Collaboration Collections: We facilitated collaborations with celebrities and influencers who were admired or could be of interest to the brand's target customers. These collaborations generated excitement and broadened the brand's appeal.

Through strategic product innovation and targeted collection development, the brand not only revitalised its image but also established a stronger foothold in key international markets, setting the stage for sustained growth and success.

Results

The brand successfully expanded its customer base, revitalized its image, enhanced its reputation, and strengthened its market presence in Western Europe through innovative, trend-driven collections.

The implementation of this strategy led to significant positive outcomes for the brand:

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  • Acquisition of New Customers: The brand successfully attracted new customers beyond its traditional audience, reaching different demographics, locations, and price points.

  • Revitalised Brand Image: The introduction of innovative, trend-driven collections refreshed the brand's image, making it more relevant and appealing to modern consumers.

  • Enhanced Brand Reputation: The brand garnered positive press and media coverage, particularly for its special collections, which were praised for their innovation and cultural relevance.

  • Stronger Market Presence in Western Europe: The Re.Design Special Collection and Premium Sustainable Collection resonated particularly well with Western European customers, solidifying the brand's presence in these new markets.

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