Faslet Case Study

Polish fashion market overview

There is known that polish fashion market is still developing and all consumer shopping is transitioning from physical storage to the online world.

Due to Statist report, in 2024 the world apparel and fashion industry recorded an increase in sales of 2% compared to 2023, reaching over 1.6bln EUR. This represents an approximately 17% increase compared to 2019 and a 3% increase compared to 2022.

In 2024 Poland, improved its ranking in clothing exports by one position, placing 10th in the world with a 2.6% share. In global imports, it achieved a 3.5% share and ranked 9th, the same as in 2023.

In 2024, the share of e-commerce channels in clothing sales in Europe amounted to 23.2%, and according to forecasts, it is expected to rise to 33.7% by 2029. This means that by the middle of the current decade, one in three clothing purchases on the continent will be made online.

That’s why Faslet intended to gain a foothold in the Polish fashion industry.

What is Faslet?

Faslet is a Dutch technology company focused on solving the sizing and returns challenge for online fashion and footwear retailers. Faslet’s smart sizing solution uses AI and machine learning to help shoppers find their perfect size quickly and confidently, reducing fit-related returns and boosting conversion. By helping customers order the right size in one go, Faslet improves profitability and customer satisfaction while also supporting sustainability goals by cutting unnecessary returns.

Faslet’s main goal is to provide accurate size recommendations, reduce return rates, and improve online store performance—which leads to higher customer satisfaction, better business results, and a reduced environmental impact.

Brands using smart size recommendation tools like Faslet have seen significant improvements in key performance metrics, including higher conversion rates and lower return volumes, leading to better bottom-line results for retailers.

How did it all begin?

It was a long journey. When you want to sell SaaS, regardless of the type, the most important thing is to understand why it is needed and who it is for. Entering a completely new market with a new product is not easy. Every new project is a challenge for us as a team at AoS. From the client’s perspective, it means a new market, a different group of consumers, new customers, a new language, and sometimes even cultural barriers. For us, this is clear, but we face another challenge. Each new client represents a new project, which, in turn, becomes a new product. A new product is like starting a new business from scratch, similar to beginning a role in an entirely new company.

First of all, we need to understand everything: the product, the market, the clients, and so on. That’s why we organized a series of meetings where Robbert, Co-Founder of Faslet, explained all the details about the company. The first meeting was our initial introduction to the product, during which Robbert gave a presentation on who Faslet is and how it works. It was similar to the sales presentations he normally gives to clients.

In the second meeting, we went deeper into the topic. We had more opportunities to speak and asked a lot of questions. The more we learned, the more questions arose.

Then we organized two more meetings to explore the topic even further. During the onboarding process, it is crucial to ask as many questions as possible. Some questions may seem silly, and others may feel inconvenient. What matters is to ask more questions than we can immediately answer, because only then can we truly understand the product.

Learning the project requirements

To understand a project properly, we need to know all the details about the company’s goals and how it operates in its market. We must identify the buyer persona and their main objectives. To gather this information, we asked many of the same questions in different ways. We need to understand everything about the client: how they work, what they need, and the everyday problems they face. We document all problems, challenges, and tasks. We also analyze how the service or product can help them and how they think, because only then can we see things from their perspective.

Next, we need to understand how the product works: what its Unique Value Proposition is, how it solves problems, why it is needed, how clients manage without it, and why using the product is significantly easier.

Once we have this knowledge, we move on to learning the details of the product and the sales process. We specialize in SaaS sales, but every SaaS is different. It’s clear to us that without understanding the main tools, we cannot sell the product effectively.

During the meeting with Robbert, we asked about the ideal customer profile, the implementation process and its requirements, all security aspects, the sales process, and, last but not least, Robbert’s main goals.

Finally, after a few hours of meetings, we had the necessary knowledge about the project. Once we agreed on the details, we were ready to start working together.

What was the start like?

The first calls are never smooth. We need to learn how to communicate with this group of clients. That’s why we never start with the most promising prospects. After a few calls, we gain more confidence, making it easier to engage the interlocutor and eventually arrange a meeting with our client.

How do we work on a project?

We are a lead generation agency with extensive experience in prospecting, and we understand the importance of using multiple channels to acquire customers and diversifying our lead-generation methods. That’s why cold calls are the first step—to get to know the market. Once we understand what matters when communicating with potential clients, we can move forward and prepare a cold email campaign.

Results and early wins

With Faslet, we began working in May 2025. In the first six months of collaboration, we scheduled 24 meetings with qualified prospects in the Polish fashion e-commerce space. The early momentum translated into a pilot project that converted into a paid cooperation agreement within six months. This shows both market interest and product fit in a competitive sector.

Source: internal AoS data

The first two months were particularly effective: we reached out to about 70 companies and scheduled 10 meetings. Then, we paused for a while due to the holiday season in Poland and some minor internal challenges.

Starting in September, a new Sales Development Representative joined the project. The first month focused on warming up. From October onward, we returned to our previous results and continue to build on them.

To achieve these outcomes during this period, we made 232 short calls, 97 long calls, sent 342 emails, and conducted 61 LinkedIn conversations.

Source: internal AoS data

Reaching the right buyer persona is not easy. Our statistics show that 64% of outgoing calls go unanswered, which means that, on average, we need to try three times to connect with one client.

Source: internal AoS data

Email campaigns – an alternative to cold calls

We also launched an ongoing email campaign. Even though it may seem we’ve only been working on this project for six months, we’ve already reached out to most major fashion brands. Targeting e-commerce fashion managers, we identified over 100 high-potential prospects and have already started seeing results, including scheduling initial meetings for next year. This highlights the importance of diversifying outreach channels.

Is it important to use new technology?

At AoS, we firmly believe that adopting new technology is essential. We use modern prospecting tools daily and continuously test and implement new ones to stay ahead. This is especially crucial in e-commerce projects, where the potential client pool is limited and product specificity narrows the audience we can target effectively.

What are the results?

We discovered many hot leads and held numerous meetings – but was it worth the effort? Absolutely. By the second month of collaboration, we had scheduled a meeting with an extremely promising client. The first meeting took place in mid-June, and two months later, the client began a pilot. After a two-month pilot, they confirmed the product was a perfect fit and signed a paid cooperation agreement. In short, it took six months from the first call to the first paying customer. Currently, we have another pilot ongoing and several advanced discussions about collaborations for Q1 2026.

Next steps

We are now focusing on the clients we want to reach. Since the number of potential clients in the apparel and fashion sector is limited, building strong relationships is key. Participating in e-commerce trade shows and conferences in Poland is a great opportunity, and we plan to attend several next year.

In conclusion, the Polish e-commerce market may not be as large as HR or manufacturing, but it is one of the most promising sectors to develop. At AoS, we know how to reach potential clients, and this gives us an edge. The Faslet case study shows that while it takes time from the first meeting to the first sale, open and transparent cooperation built on a clear understanding of product value accelerates success.

How to successfully enter the Polish market?

If you want to enter the Polish market and need insights about clients, the market, or how to start, contact us. Schedule a meeting with our CEO, Dominik Wantuch, to learn more.

Sources:

• Our internal data
• Prognozy Strategy&: polski rynek e‑commerce będzie wart 192 mld zł w 2028 roku
• RYNKI MIĘDZYNARODOWE: ODZIEŻ Sytuacja bieżąca i prognozy do 2029