Many social enterprises in India face challenges in expanding their wholesale market due to language barriers, seasonal demand and geographic distance from major markets. This web of challenges can significantly stifle growth and sustainability.
Yet, opportunity gives the chance to innovate and adapt, to turn these social enterprises’ hurdles into stepping stones.
The challenge: meeting European wholesale market conditions
Sustainable fashion brand MORALFIBRE was eager to increase their orders by tapping into the European wholesale market. Their aspirations were met with a series of obstacles.
- Connecting with the right European wholesale customers
- Overcoming language barriers for effective communication
- Adapting products to the European market’s seasonal demands
- Overcoming the geographical distance between India and Europe for trade fairs and meetings
The strategies
Together MORALFIBRE and Women on Wings developed these targeted strategies:
- Create a detailed ideal customer persona: a 35 year-old German fashion brand owner focused on sustainable, ethically-produced clothing
- Define core brand values to position MORALFIBRE in the European sustainable fashion market
- Map customer journey for wholesale buyers, from first contact to purchase decision
- Build a strong online presence via the founder’s LinkedIn and a dedicated B2B section on website
- Explore European B2B platforms to connect with potential wholesale partners
The results
By implementing this strategic approach, MORALFIBRE was able to:
- Customize marketing and sales strategies for their target German wholesale customers.
- Highlight the brand’s unique value as a sustainable, ethical brand producer of high-quality, on-trend products
- Streamline the customer journey for wholesale buyers, making it easy for them to discover, evaluate, and purchase from MORALFIBRE
- Expand the brand’s reach to online European channels and B2B platforms
The impact
The impact of this strategic initiative has been significant for MORALFIBRE’s business and the women artisans they work with:
- Increased wholesale orders from Europe, providing a stable income stream for the brand
- Expanded market access for the handloom weavers and artisans in MORALFIBRE’s value chain
- Strengthened brand positioning as a leader in sustainable and ethical fashion in India
- Enhanced economic empowerment for the women artisans via sustainable livelihood
By proactively addressing the challenges of expanding into the European wholesale market, MORALFIBRE has been able to drive business growth while creating positive social impact for the women in their value chain.
Curious how Women on Wings can work with your social enterprise? Contact us.
