Situation / Driving Factors:

The global fashion industry has long thrived on exploiting labor from the Global South. While workers face poor conditions, design inputs from these regions remain undervalued. As consumers demand ethical practices and sustainability, brands face pressure to be transparent, authentic, and inclusive.

Challenge the Brand/Business Was Facing:

Ekn Footwear, a proponent of sustainable fashion, aimed to disrupt this paradigm. They needed to highlight talents from regions typically confined to production roles, while also maintaining their ethical stance.

Objectives:

Challenge industry norms by spotlighting talent from the Global South.

Reinforce Ekn Footwear's commitment to ethical fashion.

Resonate with a conscientious audience, driving sales and brand loyalty.

Inspire businesses to adopt similar transformational strategies.

Understanding the fashion industry's dynamics between the Global North and Global South is crucial to this project's depth. Here's a concise cultural overview:

Historical Exploitation: The Global South has historically been exploited by the Global North. This legacy persists, with the South often serving as cheap labor sources, especially in fashion.

Bangladesh's Garment Industry: Bangladesh, where our designer Rokaiya Ahmed Purna hails from, is a significant apparel producer but has faced scrutiny for working conditions, exemplified by the 2013 Rana Plaza collapse.

Cultural Perspectives on Creativity: Despite a rich history of arts and design in regions like Bangladesh, it's overshadowed by its production-centric identity.

Religious and Socio-cultural Nuances: In Bangladesh, a predominantly Muslim country, women achieving international acclaim in business is significant and impacts societal views.

Sustainability and Ethical Fashion: While Europe champions sustainability, the Global South views ethical fashion as a luxury. Ekn Footwear's initiative challenges this norm.

This campaign transcends a sneaker; it addresses global inequalities, taps into the Global South's potential, and envisions a sustainable future.

Creative Interpretation of the Business Challenge:

The issue of exploitation in the Global South's fashion sector drove us. We flipped the narrative to 'Designed in Bangladesh. Made in Europe,' combating exploitation and highlighting overlooked creativity.

Evidence of Creativity in Planning the Approach:

We leaned into engagement and experimentation. Recognizing Bangladesh's design potential, we collaborated with Rokaiya Ahmed Purna. Through testing, her designs blended Bangladesh's motifs with modern aesthetics.

Innovation and Ingenuity in Solution Design:

Our solution was dual-pronged:

Product-Centric: The sneaker's design integrated Bangladeshi heritage and eco-materials.

Campaign-Centric: Using digital platforms and influencers, we broadened our message's reach.

Our approach wasn't just about reshuffling the supply chain; it was a shift in global fashion dynamics. The success underscored the industry's desire for ethical, culturally resonant solutions.

Creative Impact for Stakeholders:

By pivoting to a "Designed in Bangladesh. Made in Europe" narrative, we not only reshaped our brand's ethos but also challenged the status quo in fashion. Customers now wore sneakers that told a story of empowerment and cultural celebration. For employees, especially those from the Global South, this campaign was a manifestation of their pride and voice being amplified.

Material Positive Difference to People's Lives:

Rokaiya Ahmed Purna’s elevation as a leading designer sent ripples across South Asia, emboldening many aspiring designers in the region. The campaign's proceeds directly supported initiatives that empowered Bangladeshi creatives, facilitating their ascent in the international fashion arena. The sneaker, more than a fashion statement, became a symbol of challenging power dynamics and celebrating overlooked talent.

Quality of Execution of Creative Vision:

Our vision wasn’t just ink on paper; it thrived in the real world. Every stitch on the sneaker, every post on social media, and every narrative in the press reflected our unwavering commitment to the campaign's core ethos. By ensuring quality from the design phase to the finished product and its promotion, we offered a holistic experience that resonated deeply with our audience.

Business Impact:

Launching with just $1250 in media spending, our campaign’s influence was monumental, touching a staggering 140 million individuals. This not only catapulted our brand visibility but also translated to tangible financial gains. Our ROI was unprecedented, with sales experiencing a remarkable 350% uptick.

Delivery of Original Objective:

Our primary goal was to challenge the entrenched conventions of the fashion world. The campaign surpassed our KPIs with flying colors. Rokaiya Ahmed Purna emerged as a luminary, being recognized by Forbes as a top South Asian designer. Online traffic to our website increased by 70%, and social media engagement rocketed by 1,600%.

Brand Loyalty & CLV:

Post-campaign, our customer retention rate grew by 40%, testifying to enhanced brand loyalty. New customer acquisition also saw a 50% rise, indicating our campaign's broad appeal. The projected Customer Lifetime Value (CLV) has seen an upward revision of 30%, thanks to heightened repeat purchases and referrals.

Productivity & Operational Efficiencies:

Embracing ethical practices didn’t just win us accolades, but also operational advantages. Our supply chain transparency led to a 25% reduction in production lead times. Collaborations with ethical manufacturers reduced waste by 20%, ensuring resources were used judiciously and productivity was maximized.