Intense competition from foreign and local brands compelled Reborn to revitalize its brand as “RBN” to capitalise on the mammoth market opportunity arising within the “Athleisure” segment. We tackled this challenge with product reengineering and a digital marketing strategy planned around creating an RBN Community.
A highly saturated market, a traditional apparel business model and unimpressive profit margins plagued Reborn. The existing strategic direction could not keep up with the vigorous demands of the evolving market trends as the designs and the materials being promoted did not resonate too well with the target market.
The design approach was a dual structure. We identified how to tweak the internal capabilities to create world-class athleisure wear that was wanted by the market while also optimising brand enhancement by amplifying digital, PR and community-based initiatives.
The “Athleisure” wear turned out to be a super hit in terms of both popularity and profitability. It was distributed at over 20 retail outlets island-wide along with an enthusiastic growing RBN Community of over 15k. RBN opened its flagship store and partnered with Sri Lanka Rugby, RFTL and other reputed community groups.