GANT by Michael Bastian - Retail Analysis

GANT by Michael Bastian SS11

A Love Story Ricky Joe Giaffreda Kathryn Sopuck Lauren Nicole Smith Cayla Paris

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DOCKING IN NEWPORT

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OUR COMPANY, GANT Created in the 1950’s.

An American Heritage brand defined by its classic and simple style bringing fashion back to the basics.

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Strengths Cult brand following Lifestyle brand Good quality Capitalizing on the recent preppy trend

Weaknesses Weak brand awareness in Canada

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Our Products

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Previous Promotion

Our past promotional efforts have showcased our timeless brand through short films, fashion shows and the occasional print ad.

GANT by Michael Bastian SS11 Sunday, 1 January, 12

High end

, nautical edge, clas simplicit sic y, ivy lea gue style 1950’s an , d 60’s infl uence, Hampton 's Cultur e, East C oast ease

BRAND IMAGE

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T E K R A M T

E G R A T

- Young Digerati The modern gent and lady Subsegment of Generation X Well educated, work-oriented, appearance conscious, Stay on trend but never strive too far away from their classic roots Sunday, 1 January, 12

Direct Competitors

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Indirect Competitors

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COMPETITORS ADVERTISEMENTS

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ADVERTISING

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ENVIRONMENTAL ANALYSIS - Opportunities -

“Mad Men� trend Stepping stone for their marketing and advertising.

Recession Looking for classic garments that stand the test of time.

- Threats GANT must refrain from replicating the 1960s style and mirror the culture in a more modern way.

Lack of advertising in Canada translates to a loss of sales.

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ADVERTISING OBJECTIVE

Market development within Canada.

Gain awareness of brand and flagship store in Canada.

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STOR

MONTREAL FLAGSHIP

E OP

POP-UP Sunday, 1 January, 12

N O I H S A F

ENIN G

W O SH

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t k c o c g n i n e p o e f r e aturin o t S g

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Micha el

Bastia n

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lf.

Mood...

Exclusive, up-scale, well-cultured and brought to life by its American heritage roots and classic, Ivy league style.

The core of the GANT Brand: “Lifestyle of the American East Coast, coupled with a European flair, resulting in a relaxed elegance.”

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Tone...

Relaxed; Hampton's environment, yet luxurious and classic.

How GANT fits in to their everyday life Make GANT an aspirational brand.

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Image...

Colour Palette: Cool, Neutral tones & Beachy Atmosphere: Relaxed, East Coast. Clean and clear.

Fonts Used: Eurostile & Didot

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