What is Sales and Marketing Strategy of CALIDA Group Company?

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What is CALIDA Group's Sales and Marketing Strategy?

CALIDA Group, a global apparel company, has significantly adapted its sales and marketing strategy, especially with the rise of online retail. A key shift occurred in 2023, focusing on operational optimization and its core textile business, impacting 2024 and continuing into 2025.

The group divested non-core assets to concentrate on intimate apparel and outdoor adventure markets. This strategic move aims to enhance focus and efficiency in its primary business areas.

CALIDA Group's sales and marketing strategy emphasizes a strong digital presence, evident in its e-commerce growth. In 2024, e-commerce accounted for 33.7% of sales, up from 30.8% in 2023. For the first half of 2025, this share rose to 36.5%, demonstrating a successful digital transformation amidst challenges in physical retail.

The company's approach involves leveraging diverse sales channels and evolving marketing tactics to connect with consumers. This includes a distinct brand positioning and impactful campaigns designed to drive growth and market presence. Understanding the CALIDA Group Porter's Five Forces Analysis provides further insight into its competitive landscape.

The CALIDA Group utilizes a comprehensive multi-channel sales strategy, integrating both online and offline channels to connect with customers across more than 90 countries. This approach is fundamental to their CALIDA Group business strategy, ensuring broad market reach and accessibility for their diverse product offerings.

Online Sales Channels

E-commerce platforms and company websites are increasingly vital, reflecting a strong CALIDA Group digital marketing strategy. Online sales represented 33.7% of total Group sales in 2024, a significant increase from 30.8% in 2023, and further climbed to 36.5% in the first half of 2025.

Offline Sales Channels

Physical retail locations, including approximately 80 dedicated stores for the CALIDA brand, alongside a network of around 2,500 retail partners, remain a cornerstone of their sales approach. This includes collaborations with major department stores and specialist retailers.

Omnichannel Integration

The Group is actively pursuing an omnichannel integration strategy, enhancing the synergy between online and offline experiences. This focus is crucial for their CALIDA Group customer acquisition efforts and overall market expansion.

Brand-Specific Channel Strategies

Specific brands within the group are adopting tailored channel strategies. For instance, COSABELLA transitioned to being served exclusively via e-commerce for markets outside the US from late May 2025, demonstrating a strategic shift in their CALIDA Group sales and marketing plan analysis.

Sales Channel Evolution and Investment

The CALIDA Group's sales strategy is characterized by a significant investment in its direct-to-consumer (DTC) and e-commerce operations, recognizing their pivotal role in future growth. This strategic emphasis is evident in platform upgrades and brand-specific e-commerce transitions, aligning with their CALIDA Group marketing strategy.

• Online sales share increased to 36.5% in H1 2025.
• Investment in DTC and e-commerce is a key growth driver.
• Platform migrations enhance user experience and support DTC business.
• COSABELLA's e-commerce exclusive model for international markets.
• Wholesale and physical retail remain integral to the CALIDA Group business strategy.

The complexity of managing sales across numerous channels, especially with the rise of online retail, necessitates a decentralized approach to sales planning. This allows local employees to contribute valuable market knowledge, a key aspect of the CALIDA Group international sales and marketing tactics. While specific distribution partnerships are not detailed in recent reports, these relationships are crucial for the group's global presence and the strengthening of its core brands, as well as unlocking new market potential, which is a core component of the Brief History of CALIDA Group.

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The CALIDA Group employs a multifaceted marketing strategy, blending digital and traditional approaches to enhance brand visibility, attract new customers, and boost sales. A significant emphasis is placed on expanding its direct-to-consumer and e-commerce operations, reflecting a robust digital marketing strategy. This includes content creation, search engine optimization for better online presence, and targeted advertising across various digital platforms.

Digital Expansion

The company is actively growing its direct-to-consumer and e-commerce business. This digital focus is supported by content marketing, SEO, and paid advertising campaigns.

E-commerce Growth

E-commerce sales represented 33.7% of total sales in 2024 and reached 36.5% in the first half of 2025. This highlights a strong commitment to online channels.

Data-Driven Insights

The CALIDA brand conducted two large-scale surveys and launched the CALIDA Feedback Forum in 2024. These initiatives aim to understand and meet specific customer needs.

Customer Segmentation

Insights from direct customer feedback are utilized for customer segmentation and personalization. This data-driven approach refines marketing efforts.

Traditional Channels

While digital is a focus, traditional channels remain important for physical retail and wholesale. This includes in-store promotions and print advertising.

Strategic Positioning

The marketing mix is strategically focused on profitable growth and premium segment positioning. This involves fewer promotions and prioritizing quality over volume.

The CALIDA Group's marketing tactics are evolving to support its overarching business strategy, which prioritizes profitable growth and a strong position within the premium segment. This strategic shift means a deliberate move away from volume-driven growth, especially in challenging market conditions, and a greater focus on fewer, more impactful promotions. The modernization of its collections is a key element in attracting new customer demographics and reinforcing its brand appeal. This approach to the CALIDA Group sales strategy is designed to build long-term value and brand loyalty. Understanding the CALIDA Group's sales and marketing plan analysis reveals a commitment to adapting to market dynamics and consumer preferences, which is crucial for sustained success. This strategic direction aligns with the broader Growth Strategy of CALIDA Group.

Key Marketing Pillars

The CALIDA Group's marketing efforts are built on several key pillars designed to enhance its market presence and customer relationships.

• Digital Transformation: Significant investment in e-commerce and direct-to-consumer channels, supported by SEO, content marketing, and paid digital advertising.
• Customer Centricity: Utilization of customer feedback through surveys and forums to inform product development and marketing personalization, enhancing CALIDA Group customer engagement strategies in fashion retail.
• Brand Positioning: A strategic focus on the premium segment, characterized by a deliberate reduction in promotional activities and an emphasis on collection modernization to attract new customers and strengthen CALIDA Group brand positioning.
• Data-Driven Decisions: Leveraging advanced technologies and customer data to optimize online sales and marketing campaigns, reflecting a sophisticated CALIDA Group e-commerce sales and marketing approach.
• Omnichannel Presence: Maintaining a balance between digital growth and traditional retail/wholesale channels, ensuring broad market reach and supporting CALIDA Group international sales and marketing tactics.

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CALIDA Group strategically positions itself as a global leader in premium underwear and outdoor apparel, focusing on delivering high-quality products that enhance daily life. The group's brand portfolio, including CALIDA, AUBADE, and COSABELLA, each targets specific consumer needs while upholding a shared commitment to excellence.

Core Brand Values: Quality and Comfort

The CALIDA brand, a symbol of Swiss quality for over 80 years, emphasizes the 'most natural feeling on your skin' through its underwear, loungewear, and sleepwear. This focus on comfort and durability is a cornerstone of its brand positioning.

Luxury and Seduction: AUBADE

AUBADE, established in 1958, targets the luxury lingerie market with innovative styling and a focus on the 'art of seduction.' This brand aims to empower women, making them feel confident and desirable through its glamorous designs.

Italian Heritage and Natural Beauty: COSABELLA

COSABELLA, with its Italian roots, offers fashion-inspired lingerie that enhances natural beauty. The brand prioritizes unexpected comfort, appealing to consumers seeking stylish yet comfortable intimate apparel.

Sustainability as a Differentiator

Sustainability is integral to the CALIDA Group's identity, driving resource-friendly production and the use of innovative materials. This commitment, aligned with UN Sustainable Development Goals, resonates with an increasingly eco-conscious consumer base.

CALIDA Group's overall business strategy prioritizes the premium segment and profitable growth, maintaining brand consistency across all channels. The company actively adapts to evolving consumer preferences by updating its collections and carefully managing promotional activities to preserve gross margin percentages, even during challenging market periods. This approach underpins the Marketing Strategy of CALIDA Group, ensuring long-term brand value and market relevance.

Premium Segment Focus

The group deliberately targets the premium market, ensuring its products and brand messaging align with higher quality expectations. This focus helps maintain brand equity and customer loyalty.

Brand Consistency

Maintaining a consistent brand image across all touchpoints is crucial for CALIDA Group. This ensures that consumers receive a unified brand experience, reinforcing trust and recognition.

Adaptability to Consumer Sentiment

The company actively monitors and responds to shifts in consumer sentiment. This includes modernizing collections and strategically avoiding excessive sales to uphold brand value.

Profitability Focus

CALIDA Group pursues profitable business models. This strategic emphasis ensures sustainable growth and the ability to reinvest in product development and brand building.

Sustainability Integration

Sustainability is not just a marketing angle but a core part of the group's DNA. This commitment influences production, materials, and technologies, appealing to ethically-minded consumers.

Brand Differentiation

By emphasizing quality, comfort, durability, and sustainability, CALIDA Group differentiates itself in a competitive market. This clear positioning attracts and retains its target audience.

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The CALIDA Group's approach to key campaigns is multifaceted, blending historical brand-building with strategic realignments and digital advancements. These initiatives collectively shape its sales and marketing strategy, aiming for sustained growth and enhanced customer engagement across its portfolio.

Historical Brand Campaigns

A notable historical campaign is AUBADE's 'Leçons de séduction,' which achieved significant brand recognition in France and beyond. This long-standing initiative highlights the power of consistent, impactful messaging in building brand equity.

Strategic Realignment 2023-2025

The Group's strategic realignment, initiated in 2023 and continuing through 2025, is a pivotal 'campaign' focused on operational optimization and core textile business. This includes a renewed emphasis on premium underwear and lingerie, supported by the divestment of LAF উত্তেজনা MOBILIER in 2024.

Digital Transformation and Customer Focus

In 2024, a key focus for the CALIDA brand involved significant investment in direct-to-consumer (DTC) and e-commerce technologies. This was complemented by extensive customer surveys and the launch of the CALIDA Feedback Forum to refine product offerings and understand consumer needs.

E-commerce Growth and Data-Driven Insights

These digital initiatives have yielded tangible results, with the e-commerce share of total sales increasing to 33.7% in 2024 and further to 36.5% in H1 2025. This demonstrates a successful data-driven approach to enhancing digital channels and customer relationships.

Collection Modernization

Ongoing efforts to modernize collections for the CALIDA brand are continuous 'campaigns' designed to attract new customer segments. This strategy aims to enhance the brand's appeal and market competitiveness.

Brand Repositioning

The repositioning of COSABELLA is another significant ongoing initiative. The goal is to unlock the brand's full potential, with anticipated positive impacts on its product portfolio and market standing expected by 2026.

Focus on Core Business

The Group's strategic decision to concentrate resources on its core brands—CALIDA, AUBADE, and COSABELLA—is a central element of its business strategy. This focus allows for more targeted marketing and sales efforts.

Financial Impact of Divestment

The divestment of LAF উত্তেজনা MOBILIER in 2024 contributed to a net profit of CHF 14.9 million in the same year. This financial outcome underscores the strategic importance of portfolio management in achieving profitability.

Customer Engagement Strategies

The CALIDA Group's customer engagement strategies are evident in its investment in digital channels and feedback mechanisms. These efforts are crucial for understanding and responding to evolving customer preferences in the fashion retail sector.

CALIDA Group Sales and Marketing Plan Analysis

Analyzing the CALIDA Group's sales and marketing plan reveals a clear shift towards digital channels and a sharpened focus on core brands. This approach is vital for navigating the competitive landscape, similar to how other companies adapt their Competitors Landscape of CALIDA Group.

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