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. Sunday, 1 January, 12
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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Micha el
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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. Sunday, 1 January, 12
Image...
Colour Palette: Cool, Neutral tones & Beachy Atmosphere: Relaxed, East Coast. Clean and clear. Fonts Used: Eurostile & Didot
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