GANT by Michael Bastian - Retail Analysis

GANT by Michael Bastian SS11

Ricky Joe GiaffredaKathryn Sopuck

Lauren Nicole SmithCayla Paris

A Love Story

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DOCKING IN NEWPORT

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OUR COMPANY, GANT

An American Heritage brand defined by its classic and simple style bringing fashion

back to the basics.

Created in the 1950’s.

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Cult brand following

Lifestyle brand

Good quality

Capitalizing on the recent preppy trend

Strengths

Weak brand awareness in Canada

Weaknesses

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Our Products

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Previous Promotion

GANT by Michael Bastian SS11

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

print ad.

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BRAND IMAGE

High end, nautical edge, classic simplicity, ivy league style, 1950’s and 60’s influence, Hampton's Culture, East Coast ease

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Well educated, work-oriented, appearance conscious,

Stay on trend but never strive too far away from their classic roots

TARGET MARKET

- Young Digerati - The modern gent and lady

Subsegment of Generation X

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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.

RecessionLooking 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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Gain awareness of brand and flagship store in

Canada.

ADVERTISING OBJECTIVE

Market development within Canada.

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MONTREAL FLAGSHIP STORE OPENING

FASHION SHOWPOP-UP

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featuring Michael Bastian himself.

Store opening cocktail party

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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,

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

yet luxurious and classic.

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Image...

Fonts Used: Eurostile & Didot

Colour Palette: Cool, Neutral tones & Beachy

Atmosphere: Relaxed, East Coast. Clean and clear.

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