gant by michael bastian - retail analysis
DESCRIPTION
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.TRANSCRIPT
GANT by Michael Bastian SS11
Ricky Joe GiaffredaKathryn Sopuck
Lauren Nicole SmithCayla Paris
A Love Story
Sunday, 1 January, 12
DOCKING IN NEWPORT
Sunday, 1 January, 12
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.
Sunday, 1 January, 12
Cult brand following
Lifestyle brand
Good quality
Capitalizing on the recent preppy trend
Strengths
Weak brand awareness in Canada
Weaknesses
Sunday, 1 January, 12
Our Products
Sunday, 1 January, 12
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.
Sunday, 1 January, 12
BRAND IMAGE
High end, nautical edge, classic simplicity, ivy league style, 1950’s and 60’s influence, Hampton's Culture, East Coast ease
Sunday, 1 January, 12
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
Sunday, 1 January, 12
Direct Competitors
Sunday, 1 January, 12
Indirect Competitors
Sunday, 1 January, 12
COMPETITORS ADVERTISEMENTS
Sunday, 1 January, 12
Sunday, 1 January, 12
ADVERTISING
Sunday, 1 January, 12
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.
Sunday, 1 January, 12
Gain awareness of brand and flagship store in
Canada.
ADVERTISING OBJECTIVE
Market development within Canada.
Sunday, 1 January, 12
MONTREAL FLAGSHIP STORE OPENING
FASHION SHOWPOP-UP
Sunday, 1 January, 12
featuring Michael Bastian himself.
Store opening cocktail party
Sunday, 1 January, 12
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.”
Sunday, 1 January, 12
Tone...
Relaxed; Hampton's environment,
Make GANT an aspirational brand.How GANT fits in to their everyday life
yet luxurious and classic.
Sunday, 1 January, 12
Image...
Fonts Used: Eurostile & Didot
Colour Palette: Cool, Neutral tones & Beachy
Atmosphere: Relaxed, East Coast. Clean and clear.
Sunday, 1 January, 12