CASE STUDY

Building an Omnichannel Brand Experience for a Major Central and Eastern European Fashion Group

Through this strategic overhaul, the brand was able to not only survive the challenges posed by the global pandemic but also emerge stronger, with a unified omnichannel presence that resonates with customers and drives sustained growth.

The Situation

Misalignment between sales teams, causing fragmented brand activities, especially as e-commerce became the primary sales channel during the pandemic.

After successfully aligning its marketing and product departments through organisational restructuring, a leading Central and Eastern European fashion brand encountered a new challenge: misalignment with its sales teams. While the physical store sales channels were adapting to the new unified strategy, the e-commerce sales teams remained detached, operating in a different direction. This disconnect led to fragmented brand activities across different sales channels, causing confusion for customers.

The situation intensified during the global pandemic, which shifted the brand's primary sales channel to e-commerce. The pressure to align e-commerce with the product and marketing departments became more critical than ever. To maintain a consistent brand experience across all touchpoints, the brand needed a cohesive strategy that would unify its sales teams under a single vision.

The Challenge

How can the e-commerce team align with the rest of the brand to create a unified and seamless omnichannel experience for customers?

Approach

To resolve this fragmentation and ensure a consistent customer experience, we developed an omnichannel brand experience strategy focused on unifying the brand’s vision across all channels:

Mapping the Customer Journey: We began by thoroughly mapping the customer journey, identifying key touchpoints and pain points across both physical and digital channels. This analysis provided a clear understanding of how customers interacted with the brand and where inconsistencies occurred.
Organisational Transformation: To facilitate alignment, we recommended a structural change within the organisation. The offline physical store sales teams and the online e-commerce sales teams were merged into a single Omnichannel Sales Department. This new department was given the responsibility for all sales activities, ensuring that the brand’s vision was consistently applied across all channels. Supporting and operational teams were also adjusted to accommodate this change, fostering a more integrated approach.
Online Visual Merchandising Team: We recommended establishing a new Online Visual Merchandising Team dedicated to aligning the brand’s online and offline experiences. This team worked closely with the product and marketing departments to ensure that the visual presentation of products was cohesive, regardless of the sales channel.
Coordination Across the Brand: We implemented a system for coordinating trends, product innovations, and brand activities across all segments of the brand, including womenswear, menswear, kidswear, special collections, accessories, underwear, and home. This system ensured that every aspect of the brand was unified under a single strategy, eliminating fragmentation.
New Brand Experience Cooperation System: To support this transformation, we created a new system for brand experience cooperation, which included regular strategy meetings, enhanced information sharing, and clearly defined roles and responsibilities. This system fostered closer collaboration between departments, ensuring that everyone was aligned with the brand’s omnichannel strategy.

"...provided holistic creative direction for the brand, including seasonal brand direction and trend presentations, essential for maintaining quality and consistency in brand experience. His team's cooperation system greatly supported our everyday work."

Visual Merchandising Director

Results

The brand's shift to an omnichannel approach has unified its physical and digital sales teams, resulting in a seamless, consistent customer experience and strengthened global market position.

The implementation of the omnichannel brand experience strategy led to a profound transformation within the organisation:

Massive Organisational Transformation: The brand successfully transitioned to an omnichannel organisation, breaking down silos between physical and digital sales teams and creating a unified approach to customer engagement.
Cohesive and Unified Brand Experience: Customers now experience a more seamless, customer-focused brand journey, whether they interact with the brand online or in physical stores. This cohesion has strengthened the brand’s identity and improved customer satisfaction.
Aligned Brand Experiences: The alignment of physical store and online brand experiences has eliminated the confusion for customers. The brand now presents a consistent message and experience across all channels, reinforcing its market position and enhancing its appeal to a global audience.