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This is a GANT by Michael Bastian retail analysis that was conducted for market research. More specifically used in order to create new advertising strategies and promotional programs for the brand.
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GANT by Michael Bastian SS11
Ricky Joe GiaffredaKathryn Sopuck
Lauren Nicole SmithCayla Paris
A Love Story
Sunday, 1 January, 12
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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