A leading online fashion retailer, known for its casual wear, is considering launching an eco-friendly activewear line.
Their market analysis shows an overlap between their current customer base and potential eco-conscious activewear consumers. However, they're aware of the complexities and risks involved in introducing a new product category that aligns with sustainability values and brand identity.
Given this scenario, what strategy should the company prioritize to effectively launch and integrate the eco-friendly activewear line while maintaining its brand ethos and market position?