Hummel's First Season with Fashinza (SS 2021): A Case Study

Hummel International, popularly known as Hummel, is a Danish clothing brand specializing in sportswear. One of the oldest sportswear brands in existence (founded in 1923) Hummel has a long history of association with football, and has been sported by football teams including Real Madrid and Aston Villa. Until 2020, Hummel’s Indian entity imported their products from Denmark but since last year, they’ve started sourcing their products locally. We at Fashinza have had the privilege to help Hummel India produce their 2021 Spring/Summer collection. We paired up with Hummel in February 2021 and by June-end, we’d produced and launched 5000 t-shirts in 4 different styles for the brand.

To understand Hummel’s experience with Fashinza, our team recently held a conversation with Taniya Rani, Sourcing Head of Hummel’s Indian entity. We tried to learn in detail about Hummel's products, their priorities, their journey in the industry and with Fashinza. This case study here sums up our learnings.

Excellence in Everyday Clothing

Hummel offers a range of products to its consumers including t-shirts, athleisure, and sweatshirts. When we enquired how their designs are conceived, Taniya informed us that their primary goal is to offer comfortable and stylish everyday wear to people of all genders. The designs, as such, are kept simple, while a lot of experimentation goes on in terms of prints and colours. Many of our readers might already be aware that Fashinza has an open catalogue for brands with thousands of existing designs to pick from. Hummel, however, believes in carefully curating their own products. So instead of opting for our ready designs, they introduced our team to their existing products and unique features. So far, Fashinza’s team has manufactured Hummel’s products based on the brand’s exclusive requirements. But during our tête-à-tête, Taniya also informed us that the brand is open to inspirations and they would love to see more design ideas from our end, which can be customized to meet Hummel’s distinctive brand value. Our team is excited to present Hummel with an increased number of design proposals in the future.

Surfing Through Covid

Covid-19 has brought us face-to-face to many revelations and one of the most important lessons was the importance of omnichannel operations. With stores being closed all around the globe and e-commerce reaching unprecedented heights, brands realized the importance of moving their business online. While physical retail stores suffered huge losses, e-commerce surprisingly boomed and broke its own records during the pandemic. Hummel too experienced a surge in online demands, and accordingly the brand is now focusing more on their digital sales. Hummel’s products are available on their website and also on Amazon for anyone in the mood to shop for casualwear. We learned from Taniya that in the near future, Hummel intends to identify other potential categories to add to their offerings and diversify their products. Our team at Fashinza is excited to assist Hummel in the process.

Also Read: Case Study on Forever 21

Hummel’s Experience with Fashinza

Our team had the best experience working with Hummel. Taniya and her team were as patient, cooperative and accommodating as we could hope for. In fact, we must admit that we have some of the nicest clients in the world - people who’re not only dexterous at their jobs but also great human beings. It brought us immense happiness to learn that Hummel’s experience with Fashinza was also equally fulfilling. In Taniya’s words, Fashinza’s problem solving ability is something that they value. They were pleased with our fast turnaround time and low costs in the first season, and we're determined to meet their expectations in the upcoming ones. It begs to be shared that during our conversation, underlining a crucial lacuna in the supply chain, Taniya pointed out that not every manufacturer has the patience to understand the vision of a brand. Every brand has its own persona which must be reflected in its products, and it takes time and effort to align production with such a vision. Fashinza’s team, according to Taniya, did that effortlessly. It was a humbling experience for us to learn that Hummel cherishes our relationship building abilities. Would they recommend Fashinza to other brands? Yes they would, said Taniya.

Last but not the least, at Fashinza we offer a fusion between fashion and technology to our brands. As much as we care about improving our customer services and product quality, we’re also always eager to learn whether our platform is making a difference to our partners. When asked to rate the platform, Taniya said Fashinza's platform would get a 7 out of 10 from her. She also made some valuable recommendations - like the inclusion of brands’ order histories in the dashboard for the ease of reordering - and our team has started working on these features.

The purpose of this case study was to understand Hummel’s experience with us. To learn that we’ve been able to serve them the right way was the greatest reward for us. Team Fashinza wishes Hummel a future defined by growth and success, where we can continue to produce many more trendsetting collections together.