This episode with Kalle Sjöholm of Dedicated unpacks how a sustainable fashion brand achieved €5 million in online sales by authentically integrating sustainability into their core business. Learn how to communicate eco-efforts without 'greenwashing,' leverage omnichannel strategies, and structure your team for both profit and purpose. Essential listening for any ecommerce operator aiming to build a successful, values-driven brand.
Key takeaways
Prioritize action over talk in sustainability efforts to build genuine brand trust and avoid accusations of greenwashing.
Integrate sustainability at every level of your business, from design and production to e-commerce and marketing, to create a cohesive and authentic brand message.
Leverage an omnichannel strategy, combining DTC e-commerce, physical stores, and wholesale, to diversify revenue streams and expand market reach.
Carefully select your e-commerce platform to ensure it supports specific brand needs, including potential integrations for sustainability transparency or unique customer experiences.
Understand and strategically manage seasonality in your product offerings and marketing, even for global brands, to optimize sales performance.
Themes
brand strategye-commerce growthomnichannel retailsustainable 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 .<
Frequently asked about this episode
What does this episode say about brand strategy?
Prioritize action over talk in sustainability efforts to build genuine brand trust and avoid accusations of greenwashing.
What does this episode say about e-commerce growth?
Integrate sustainability at every level of your business, from design and production to e-commerce and marketing, to create a cohesive and authentic brand message.
What does this episode say about omnichannel retail?
Leverage an omnichannel strategy, combining DTC e-commerce, physical stores, and wholesale, to diversify revenue streams and expand market reach.
What does this episode say about sustainable business?
Carefully select your e-commerce platform to ensure it supports specific brand needs, including potential integrations for sustainability transparency or unique customer experiences.
What does this episode say about brand strategy?
Understand and strategically manage seasonality in your product offerings and marketing, even for global brands, to optimize sales performance.
