bonprix is an established player in the international fashion market, characterised above all by its vertical integration and an early transformation from catalogue to e-commerce provider. The increasing intensity of competition requires a strengthening of the brand as an attractive value provider. Based on international qualitative market research in a total of 6 core markets, the customer base for this repositioning was developed in a multi-stage and involving process in cooperation with the responsible client team.

The new brand positioning was subsequently translated into a series of operational measures affecting all areas of the marketing mix. A special focus of this project was in the area of internal change management.

Services:

Further projects for bonprix:

• Branducation - conception, creation and moderation of video content for e-learning module