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Ethical fashion

Consultancy / 2021

Challenge

How to communicate more effectively with wholesale and retail customers to drive sales.

Muse is a wholesale women’s fashion business that is seeking to grow in a sustainable way. The brand produces limited runs of clothing based on a wholesale model: the designer sells stock based on a seasonal look book and this is made to order and shipped to retailers throughout the country.

In 2020 Muse launched a website and began selling direct to customers. Although this move has demonstrated demand for direct sales, it has highlighted the need to refine Muse’s business model without disrupting existing relationships with wholesale customers.

Response

Media strategy, including recommendations for streamlining communication and building brand awareness and engagement.

Product strategy, including opportunities to differentiate wholesale and retail lines and develop new products that use excess fabric.

Approach

Contextual and user research, including field observation, interviews, process review and competitor analysis.