Grow Louder. A clean brand with growth potential: Gant

Ralf Meier has set himself ambitious goals as Sales Director DACH.

Casual preppy style: Gant also appeals to the young target group.

GANT

GROW LOUDER

Gant looks back on 70 years of heritage and is well prepared for future challenges. This year, the aim is to significantly improve brand awareness.

Text: Nicoletta Schaper. Photos: Gant

At the beginning of 2018, Gant was transferred to a regional subsidiary with a global parent holding in Sweden. This means that matters are being taken into one’s own hands. “The logo trend was a welcome development, as was the fashion trend towards a preppy style. Gant is perceived as an authentic sportswear brand in this context,” explains Ralf Meier, the Sales Director of Gant DACH. “We brought additional expertise into the company. We have developed excellently, both in terms of wholesale and our own retail operations. Now we want to reach the next level.”

NEW ERA

The brand embodies a cultivated – and yet casual – American East Coast look; the heritage icons include piqué polos, lambswool sweaters, and button-downs. This provides an incentive for the company to continue refining its products with the aim of positioning Gant even more distinctly as a lifestyle brand. At the same time, care was taken to safeguard the price in the core segments. Retail prices for knitwear and winter jackets hover around 99 and 399 Euros respectively. Shirts cost between 89 and 99 Euros. “Now the range has been extended to include outerwear and trousers. We have developed this expertise from within,” says Meier. “We see considerable potential.” The German-speaking market is Gant’s foremost market with 700 points of sale and 40 own stores, followed by Scandinavia, the UK, and France. Wholesale business has been further enhanced in order to improve customer cooperation. “We strive to represent service and reliability. We are eager to supply Engelhorn and Breuninger, as well as local heroes such as Leffers Oldenburg or L+T Osnabrück. Womenswear is a growth area. Talks prove that there is great interest.” Until now, menswear has accounted for almost 70 percent of sales. Other growth markets are Austria, Switzerland, and the Benelux countries. Gant is an immaculate brand with a positive image. “Sustainability is one of our cornerstones too, because our collection is already 80 percent sustainable. We outshine many big players in this respect.” This season, 100 percent certified organic cotton is making its debut, while the Tech Prep TM line utilises plastic reclaimed from the Mediterranean. It is now essential to sharpen the focus on the sustainability aspect. “We need to grow louder when sharing the good things we do,” Meier argues. “For example via print media, via social media, and – on a B2B level – via the Premium Berlin. The latter is the perfect communication platform for us. Gant’s strategy is in place. What CEO Brian Grevy started will be continued by Patrik Söderström as new CEO from the 1st of February onwards. “Both developed the strategy together. We are thrilled that we managed to fill the vacancy internally,” Meier adds. “Developing Gant together is a very exciting challenge.”“