Dedicated, a fashion brand generating €5 million in online sales, shares its strategy for sustainable growth without relying on Black Friday. This episode offers valuable insights into building a brand around ethical practices, effectively communicating sustainability to customers, and strategically insourcing and outsourcing key e-commerce functions for optimal efficiency and brand control. Ecommerce operators will learn how to differentiate their brand in a competitive market and operationalize their values.
Key takeaways
Instead of Black Friday discounts, implement unique promotional events like 'Plant Friday' where trees are planted for every order, aligning with brand values and resonating with conscious consumers.
Proactively communicate your sustainability efforts and their impact to your audience. Don't just "walk the walk" but also "talk the talk" to build trust and educate consumers on making conscious choices.
Strategically outsource "mechanical" e-commerce tasks like paid marketing, advanced analytics, and warehouse management to external experts, freeing up your internal team to focus on core brand building, creative content, and customer experience.
Prioritize in-housing brand-critical functions such as art direction, graphic design, content creation, social media management, and visual merchandising to maintain brand consistency and quality.
Invest in a dedicated sustainability role or team to continuously research and implement new techniques, ensuring genuine and evolving sustainable practices within your business.
Kalle Sjöholm is the eCommerce manager at Swedish fashion brand Dedicated. Founded as an environmental retail chain in 2006, Dedicated is now selling from 3 stores in Sweden, various retailers around the world, and globally via its Centra eCommerce store. In total they did sales of just under 10 million euros in 2022 about half via the eCommerce store.In this episode we discuss:How does Dedicated communicate their sustainability efforts?What is the significance of their 'Plant Friday' initiative?What role does the wholesale aspect of business play in the overall sales strategy?New areas of sustainability… and how to not sound like your greenwashingTime stamps:[04:27] Selling clothes with sustainability focus.[06:44] Action over talk, prioritise sustainability in practice.[09:36] Office team with production, design, eCommerce, and sustainability.[13:34] Understanding the team and questioning the choice of platform.[16:59] Season is important despite world instability.[19:47] Collaboration key.[23:08] Insights on brand structure and collaborations.Free 1 Hour Consultation with Connected Sourcing >> https://ecmp.info/sourcing Save 15% with Zitec >> https://ecmp.info/zitec .<
Instead of Black Friday discounts, implement unique promotional events like 'Plant Friday' where trees are planted for every order, aligning with brand values and resonating with conscious consumers.
What does this episode say about brand & content?
Proactively communicate your sustainability efforts and their impact to your audience. Don't just "walk the walk" but also "talk the talk" to build trust and educate consumers on making conscious choices.
What does this episode say about supply chain & operations?
Strategically outsource "mechanical" e-commerce tasks like paid marketing, advanced analytics, and warehouse management to external experts, freeing up your internal team to focus on core brand building, creative content, and customer experience.
What does this episode say about dtc strategy?
Prioritize in-housing brand-critical functions such as art direction, graphic design, content creation, social media management, and visual merchandising to maintain brand consistency and quality.
What does this episode say about dtc strategy?
Invest in a dedicated sustainability role or team to continuously research and implement new techniques, ensuring genuine and evolving sustainable practices within your business.
