Guiding the content strategy transformation for a major European fashion retailer to ensure regulatory compliance while enhancing customer engagement.

The Background

A leading e-commerce brand had set ambitious targets to increase its assortment of verified responsibly-made products by 2027, including items with certified materials and production practices. To achieve these goals, the business needed expert guidance to develop a content strategy that would effectively showcase these products' value to customers while adhering to new EU regulations on commercial communications.

The Challenge

The brand needed to transform its content approach in light of new EU regulations while maintaining momentum toward its science-based targets. The existing content strategy and digital destinations required significant updates to meet compliance standards. Key challenges included creating engaging content narratives that were factual and transparent, resonated with customers, and drove meaningful engagement with responsibly-made products - all while adhering to strict regulatory requirements.

The Approach

Discovery & Analysis

Content Audit: Reviewed existing content to identify gaps, remove non-compliant materials, and align messaging with regulatory standards.

Purpose-Driven Storytelling: Focused on the “why” behind product design, highlighting their quality, purpose, and relevance to customers.

Reimagined Experiences: Advised for an integrated strategy centered on the unique selling points of responsibly made items, emphasizing longevity, craftsmanship, and creativity over sales tactics.

Beyond Fashion: Proposed shift in focus from transactional narratives to engaging, human-centric stories, showcasing individuals and communities driving circularity and sustainability.

Collaboration & Design

Eliminated the standalone “Sustainable” landing page and integrated responsible content directly into product descriptions and category pages.
Facilitated content planning sessions, pitching storylines that celebrated longevity, craftsmanship, and the talent shaping sustainability in fashion and beyond.

The Results

Ensured all non-compliant content was removed from all content touchpoints.
Delivered a customer-first content strategy, fostering trust and awareness of responsibly made garments.
Repositioned the brand’s approach to sustainability communication, emphasizing honest storytelling over marketing claims.

Key Learnings

Act Fast: When compliance is at stake, be ready to pivot and make tough decisions, even if it means discarding beloved initiatives.
Think Customer-First: Design stories that resonate by answering why a customer should care. e.g. “100% organic cotton” is only compelling if paired with legitimate consumer benefits.
Be Transparent: Share where you are on your journey as a conscious brand. Consumers value honesty over perfection.
Foster Dialogue: Create content that informs and engages customers without guilt-tripping. Highlight shared goals and mutual understanding of needs, cost, and impact.

Transforming Content Strategy for EU Compliance