Goals and objectives
e5 is a local fashion brand in Flanders (Northern Belgium) that started with 1 shop on the E5 highway in 1979. In the following years, the brand developed peri-urban fashion stores that are easily accessible, avoiding city centres.
Today, the e5 brand has 55 shops and an online webshop offering easy wearable clothing for 40+ women and men. It is one of the largest and most well-known fashion brands in Flanders with the baseline 'Your story in style'.
The main goal of e5 is to widen its consumer groups, not only do they want to reach younger women but it also more focus on new male customers. e5 wants an omnichannel approach to reach new customers and inspire them to buy when, where and how they want.
Reaching the right communities with relevant content to be able to grow in new segments is crucial.
Another important goal is to innovate and change the older image of the brand and stores into a more upscale and contemporary fashion player. Last but not least, e5 wants to communicate its sustainable efforts. They realize that they have an important role to play regarding sustainability in the fashion retail business.