From private label to vertical fashion brand

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.


  • International Customer Insight Research
  • Home Visits
  • Brand strategy and brand positioning
  • Brand experience
  • Internal brand management
  • Transformational accompaniment

  • Further projects for bonprix:

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

    Photo: bonprix press photo

    Photo: bonprix press photo

    Further references


    Interest aroused? - Contact us now

    Dr Annette Bruce, Managing Director

    040 350177-30

      Scroll up