Baum Und Pferdgarten

Sustainable Business Case & Communication/ PR Strategy

Case study, with input from Baum’s Head of Product and Art Director

Winning pitch, presented to Baum

“Our past is our path to the future”

Baum is a beloved name in the Danish and international fashion scene. In the past three years, they’ve pledged to work towards a more sustainable, but still needed ideas on how best to do that. While changing fibres, creating a CSR team internally and working towards transparency are great first steps, we can’t ignore their past. To combat past collection waste, a brand integrated resale platform was proposed, to take responsibility for their clothing, capture sales that otherwise go to outside platforms, and promote their key value of longevity.

To communicate this, Baum would introduce #baumarchive, second-hand pieces bought and sold by Baum customers. Emphasizing re-styling of old clothing, sharing designers’ favourite past pieces, and creator stories of reworking old clothing, would all help to add value to secondhand. The product pages would include suggestions from the archive, mixed in with new collections. Influencer swap and shop events still position Baum as a luxury brand, while adding value to secondhand.