Diverse
Exploring a new brand identity
PROJECT
Once an iconic clothing brand, it faced the challenge of redefining itself to appeal to a new generation of buyers. The goal was to refresh its identity, strengthen its relevance, and attract new customers while retaining the essence that made it legendary.
challenge
Admetrics needed a refreshed communication strategy that would resonate with its core audience. We proposed a streamlined, end-to-end process – from analyzing the competitive landscape and defining the brand narrative to creating a new visual identity.
execution
The Polish fashion market has undergone a dynamic transformation in recent years. On one hand, the category is expanding at a rapid pace, with new players such as Temu entering Poland. On the other hand, existing retailers are adjusting their strategies to keep up with the fast-moving pace set by the global fast fashion industry. The pandemic lockdowns accelerated these changes, pushing consumers online, which led not only to more frequent e-commerce purchases and social media live shopping, but also to a surge in the popularity of trend-setting platforms like TikTok. Inflation and more careful consumer spending also played a significant role.
Diverse, once an iconic streetwear brand, had until now navigated this rapidly changing world successfully, leveraging codes associated with youth and urban culture. The brand has been present on the Polish market since 1993 and, despite the passage of time, maintained a stable and recognizable position. Yet, to sustain and accelerate growth, Diverse faced the inevitable challenge of redefining its identity – could it remain an attractive, urban brand that continues to appeal to young consumers?
RESULTS
The outcome of the process was providing the brand with a unified, insight-driven idea around which it can rebuild its image. This concept is now being gradually and comprehensively implemented by the Diverse team.
In recent months, we at ETOS S.A. had the opportunity to work with the ONE ELEVEN team on a research project for the Diverse brand. It was a valuable and inspiring collaboration that provided us with a strong foundation for further strategic actions. Keep your fingers crossed for us!
Below, I’d like to share a brief testimonial, as we believe such professional approach and dedication deserve recognition.
Working with ONE ELEVEN was a crucial part of preparing the Diverse brand for its next stage of development at ETOS S.A. Thanks to the conducted research and insightful analyses, we gained a reliable understanding of the brand and its market potential. The conclusions and recommendations provided a solid basis for making informed decisions and setting the right strategic direction. All work was delivered on time, with great commitment and an understanding of the specifics of our industry. We are very satisfied with the results of the collaboration and wholeheartedly recommend One Eleven as a strategic partner for projects of this kind.
Thank you.
