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  4. ESPRIT

ESPRIT

The world’s first lifestyle and fashion brand in transition: ESPRIT sets the course for multi-cloud business close to the customer with Salesforce.

ESPRIT Success Story

Find out in our success story how ESPRIT has managed to strengthen its brand image and increase the loyalty of its customers on an international level by integrating Salesforce B2C Commerce Cloud.

Download here

About ESPRIT

The world’s first lifestyle brand was launched in San Francisco in 1968. At that time, the couple Susie and Doug Tompkins sold home-made clothes from their station wagon – and they did so with success.

Only three years later, two successful brands, ESPRIT and North Face, were created and a bold idea turned into the independent company Esprit de Corp. with a branch in Hong Kong. ESPRIT already established itself in Germany in 1975. Düsseldorf is still one of the company’s main branches today.

Until 1986 and the opening of the first ESPRIT store in Cologne, ESPRIT sold its goods exclusively through wholesalers and department stores. Nowadays, Esprit Holdings Limited is an international fashion group with almost 5000 employees worldwide, headquarters in Pembroke, Bermuda and operational headquarters in Hong Kong and Ratingen.

In around 430 branches and its own online shop, ESPRIT sells fashion, shoes and jewellery as well as furniture and home accessories in over 40 countries worldwide.

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CLIENT

Esprit Retail B.V. & Co. KG

INDUSTRYFashion Retail
PROJECT

E-Commerce Consulting, System Selection, Implementation

PROJECT PERIOD

August 2019 – August 2020

TECHNOLOGYSalesforce B2C Commerce
ESPRIT Onlineshop Realisierung

Strong Brands Need Innovative Solutions

Initial Situation & Objectives

ESPRIT Retail B.V. & Co. KG is already well-positioned digitally. The fashion company’s website is based on a modern online set-up as well as established processes and functions. With the change of CEO in 2018 and a reorientation towards a younger and clear brand image, ESPRIT has already successfully started the race to catch up with the dominant online players.

In order to be able to successfully implement the change with regard to systems and particularly in terms of sustainability, the company was now looking for a reliable partner and a solution that would be able to achieve everything the new, agile team had planned for the future in terms of technology. For ESPRIT, one of the basic prerequisites that the old system did not offer was to be capable of acting and always be able to react quickly and flexibly.

Project Scope & Implementation

The new project team, consisting of ESPRIT as product owner and stakeholder as well as dotSource and Salesforce as development and consulting team, succeeded in implementing these requirements step by step.

Using A/B testing, the ESPRIT UK and ESPRIT AT shops were launched in the first half of 2020. The old system continued to run in parallel while increasing amounts of traffic were gradually redirected from the old to the new shops.

This controlled, step-by-step approach was also used for the rollout of ESPRIT Germany. This way, it is always possible to test whether the plans are technologically feasible and accepted by customers.

Success & Added Value

In order to keep pace and stand out from the competition, innovative ideas, efficient processes, high pace of adaptation and a strong brand image as well as the necessary system requirements are absolutely crucial. By migrating to Salesforce B2C Commerce Cloud as a strong technological foundation for competitive commerce, ESPRIT can

  • react quickly and flexibly
  • continue its digital strategy development towards multi-cloud business
  • address its target group more personally
  • strengthen the loyalty of its customers

What Our Clients Say

Agile, flexible, innovative: this is how everyone who wants to be a player in e-commerce describes themselves today. We have experienced what it really means to think, develop and act in an agile and flexible way. For our customers. Without a doubt, this requires the right technology. However, you also need the right team – the perfect mix of know-how, innovative spirit and trust. We are extremely delighted to have found all of this with dotSource and Salesforce and are looking forward to everything that lies ahead.

Nam Hoang Dong, Senior Vice President - Head of Digital & Robert Schmidt, Head of Commerce Technology B2C – Esprit Retail B.V. & Co. KG
  1. ESPRIT
  2. About ESPRIT
  3. Strong Brands Need Innovative Solutions
  4. What Our Clients Say
  5. ESPRIT Success Story
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