Style Made Real
BRAND BOOK
Welcome to the GAZMAN Family
Thank you for joining us on our journey to become Australia’s best menswear retailer. The information contained in this book is an overview of our DNA - who we are and what we aspire to bring to the lives of customers.
It is designed to make sure that we are all on the same page, that we all know exactly what it means to be giving life to the GAZMAN brand through our actions.
As a member of the GAZMAN family, it’s important to understand the fundamental brand proposition we offer customers, and the brand values that we need to live to make our proposition a reality.
Will & Garry Austin
Late GAZMAN Founder Garry, and son Will spent 20 years working side-by-side to build the business into what it is today.
Our Story
GAZMAN is a brand devoted to style made real in every way. Those who knew my late father and company founder Garry Austin (3 Feb 19495 Jan 2019) will remember him as a larger than life character, exuding a genuineness and generosity that defines the realness of our GAZMAN brand.
Garry started GAZMAN in 1974 with the desire to create clothing that men felt comfortable in and looked good wearing no matter the occasion. Driven by a passion to make quality clothes at highly competitive prices, he knew that amazing value would always be highly regarded.
150+ wholesale locations throughout Australia and NZ. We have an exceptionally loyal customer base who value our drive to consistently deliver a style that works for them, in a manner that says we care about them.
There is no doubt Garry has gifted us a legacy on many levels which is not defined by the end of someone’s journey, but rather the moments shared, the decisions made and the actions taken.
Garry’s legacy is defined by the moments shared, the decisions made and the actions taken.
For Garry, it was always more than just clothes. It was about the whole shopping experience and he was never happier than when he was in stores rubbing shoulders with customers and his team. Garry was a natural-born retailer, he demanded and demonstrated the importance of delivering highly personal and exceptional service to customers.
Today GAZMAN proudly operates a national network of retail stores, an online store and supplies a further
I had the privilege of working closely alongside Dad for 20 years learning every facet of the business. It is now my passion and strong desire to continue Dad’s legacy, guiding the GAZMAN brand forward in his honour and memory. To truly honour his legacy means we must keep evolving and building our capacity to perform at the highest level. To stay deeply connected to our customers, continually positioning ourselves in ways that underpin our relevance and esteem in their lives.
I invite you to join me in making the next phase of the GAZMAN journey as dynamic and exciting as the previous decades. Please absorb the content of this GAZMAN brand book, and let’s support each other in making its intent a remarkable reality.
Sincerely, Will Austin
OUR PURPOSE
OUR HIGHEST REASON FOR EXISTENCE
To make a positive difference to men’s lives
This is our driving force, day in day out. The very ‘why’ to what we do, regardless of role or responsibility.
OUR COMMITMENT TO CUSTOMERS THAT WILL HELP US DELIVER ON OUR PURPOSE.
Style Made Real
Genuine quality, fit and look that works with your body, and the fashion of the day, every day.
Quality that stands the test of time (we want you to get more than one season out of your purchase)
“They simply want style made real… to them.”
Who Is Our Customer?
GAZMAN’S primary aim is to serve men 40 plus who want to look good, but do not always know how to put together an outfit that works best with their style.
They are looking for a no fuss way to achieve a style that works with their body and lifestyle. Once they find something that works, they are very loyal.
The ease of fit, the feel and the quality are all important to them, but they do not want to be over thinking their fashion decisions. They simply want style made real... to them.
Our Values
Our compass. A statement of the values we should individually and collectively live everyday on behalf of the GAZMAN brand. By living these values we truly do express and make real the meaning embodied in our brand essence – ‘Style Made Real’.
We’re Family
We ensure every interaction serves to build a truly personal relationship.
SUPPORTIVE COLLABORATIVE RESPECTFUL
CARING DEPENDABLE
“We embrace customers and colleagues as our extended family. We ensure every interaction we have serves to build a truly personal relationship. We know that their loyalty will in fact be born out of our loyalty to them. We are never simply about a transaction, it’s always about how our actions deepen our relationships.”
How we live it
We work together to create a feeling of belonging
We support each other to be the best that we can be
We collaborate to achieve more
We roll up our sleeves and pitch in
We are caring and considerate to each other
We respect each other and the community we live in
We’re Authentic
We are honest, open and genuine in our desire to deliver.
TRUE TO OURSELVES RESPONSIBLE ACCOUNTABLE NATURAL GROUNDED DIRECT
“We are genuine in nature and act with integrity. We understand the power of authenticity and its ability to build trust, respect and enduring relationships.”
How
we live it
We build trust with each other and our customer
We take responsibility for our actions
We learn from our mistakes
We say how it is and do what we say
We lead by example and inspire others with our actions
We’re Beyond the Expected
We aspire to create a high in the lives of others.
SUPERB QUALITY
ENDURING
HIGHLY RESPONSIVE CONTINUOUS IMPROVEMENT
SPIRIT OF GENEROSITY
“In a world increasingly defined by a lack of personal service we are the absolute opposite.
We go above and beyond in the service experiences we deliver. We aspire to always create a high in the lives of our customers.”
How we live it
We make products that we are proud of
We make products that are desirable and enduring
We aim to exceed our customers’ expectations
We deliver our very best in all that we do
We strive to continuously improve
We’re Passionate
We are champions of our work, products and customers.
PROUD KNOWLEDGEABLE CONFIDENT BELIEF IN BETTER FUN
“We were founded with absolute passion, pride and belief in what we have to offer. We seek to inspire our customers and colleague’s day in and day out with a proactive, productive and positive approach”
How we live it
Our customer comes first, always
We are not just about the transaction but how our actions strengthen the relationship for the long-term
We create comfortable and genuine environments
We have fun along the way
We have pride and belief in what we do
We focus on the outcome
“We have to offer our customers world class shopping experiences, however they choose to connect with us.”
Our Shared Journey
As you will have concluded from what you have just read, to honour the legacy of Dad requires us to honour our customers. If we put them front and centre in our lives, we cannot help but build a shared sense of success into the future.
However, we know if we simply do what we have done in the past it will not be enough. Our customers’ lives are changing every day. The ever evolving digital world and the increasing presence of global retailers is exposing them to exciting new possibilities and choices. We in-turn have to continue to evolve our offerings.
We have to offer our customers world class shopping experiences, however they choose to connect with us. Our mindset must be one of a leading omni-channel retailer, whereby we excel at all aspects of retailing
whether it be in-store, online, or where ever our customers need us to be in their lives.
Regardless of the platform, my desire is that as we continue to build deep relationships with our customers, and that we do the same with each other. That we support and inspire each other to be the best versions of ourselves, and shape a journey together that is stimulating, fun and rewarding. Importantly, that together we have an appetite for innovation and change, because to simply stand still means we will erode the legacy we have been gifted.
GAZMAN and its desire to deliver ‘Style Made Real’ into the future is a journey that I am excited to be sharing with you.
Let’s get cracking. Will.