Fuelled by its hardcore denim roots, Dutch denim brand G-Star RAW continues to buck trends and challenge conventions through a constant drive for innovation. With a recent shift from a wholesale and franchising model to a retail-focused setup, the denim brand's digital strategy required a robust solution that would underpin this transition.
The brand has an unwavering focus on making sure they provide the best experience for their customers, some of whom have been loyal to the G-Star RAW brand for decades.
"We are constantly asking ourselves 'what do they want?', 'what do they expect from G-Star?' and 'how do we connect with them most effectively?'" says Chiara Klamp, Head of Global Omnichannel. "We need to make sure that our customers are able to interact with our brand in the most seamless and frictionless way".