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Fixing the wrong stock investment and reaching consistent industrial production
ecau
Ready to make the sportswear market attractive to Australian women, Ecau was founded by the Italian-born architect Cristino Sanzo to spread a tasteful mix between European aesthetics and provocative Australian vivacity.
The brand noticed the lack of femininity in local Australian productions in 2016, recognizing in it, after an accurate market analysis, a business opportunity. Originally, the target was both male and female, aged 20-38, with a selected range of sports products.
CHALLENGE
The biggest challenge for the ECAU brand in 2016-2017 was to dispose of a huge stock – 5,000 pieces – produced with the intention of selling it directly in B2C, without first having created a solid sales strategy on e-commerce, socials and sales private.
While using Maelle, the founder understood that:
- before continuing he should have defined a completely new aesthetic on the local market, educating consumers on purchasing and loyalty;
- proposing two genders (male and female) was a difficult undertaking, even for a brand like ECAU, which could have had a substantial budget for digital promotion;
- the lack of a network of connections with magazines, distributors, and fashion insiders in general, was due to the permanence of the founder in Australia, far from the global fashion district.
“”From the technical sketches to the final product, the all process has been easy and the understanding great. I had a good feeling from day one and their professionalism is the best part of the whole platform.”
– Cristino Sanzo, CEO of Ecau, sportswear, Australia
CHALLENGE
The biggest challenge for the ECAU brand in 2016-2017 was to dispose of a huge stock – 5,000 pieces – produced with the intention of selling it directly in B2C, without first having created a solid sales strategy on e-commerce, socials and sales private.
While using Maelle, the founder understood that:
- before continuing he should have defined a completely new aesthetic on the local market, educating consumers on purchasing and loyalty;
- proposing two genders (male and female) was a difficult undertaking, even for a brand like ECAU, which could have had a substantial budget for digital promotion;
- the lack of a network of connections with magazines, distributors, and fashion insiders in general, was due to the permanence of the founder in Australia, far from the global fashion district.
“”From the technical sketches to the final product, the all process has been easy and the understanding great. I had a good feeling from day one and their professionalism is the best part of the whole platform.”
– Cristino Sanzo, CEO of Ecau, sportswear, Australia
RESULTS
After starting using Maelle’s tools, the brand was able to identify the main reasons for the delayed success: the need to return the capital spent on the wrong industrial production was compromising the brand’s long-term strategy. The whole ECAU team focused on these sections: Branding, Communication and sales development.
Once Maelle’s blue prints followed between 2019 and 2022, the brand developed:
- the profitable production structure, with adequate attention to quality rather than quantity, defining itself as a brand in the medium-high segment;
- a compelling business plan that attracted the Australian investor in 2021, current brand owner and CEO.
“Intuitive, smart and uptodate, all a founder wants to have..”
– Cristino Sanzo, CEO of Ecau, sportswear, Australia
