Translated by
Nicola Mira
Nov 6, 2017
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Gant launches YouTube video ads, aims to become lifestyle leader by 2020

Translated by
Nicola Mira
Nov 6, 2017

Two years ago, sportswear label Gant took a wholly new direction in its marketing approach, concentrating on its signature item, the shirt. It was the opportunity for the label, originally established in the USA and now based in Sweden, to make over both the way in which it presents its collections, and its brand narrative as a whole. As Gant launched a new line, Diamond G, it put white shirts centre stage in the advertising, and emphasised the label's strong connection with Ivy League universities.

One of Gant’s YouTube campaign episode

But it’s now time for Gant to broaden its horizons. "Innovation, authenticity and passion are at the heart of what Gant does," said Patrik Nilsson, the label's General Manager. "We are constantly seeking new ways of communicating with our clients, and creating content that exceeds their expectations. Our motto, 'Never Stop Learning', is at the core of it all. Our two brand campaigns have both been based on this approach. The 2015 one was closely linked to our roots in Ivy League universities, and this year's campaign is the label's most extensive ever, proof of how determined we are to offer something of real value to our customers."

To lend more weight to this claim, Gant is also a partner of the TED conference held on 6th November in Paris, whose theme is: 'Speed: the new drug of the 21st century?' The label's new advertising campaign, entitled 'Couple Thinkers', follows in the same groove. It consists of six YouTube videos, in which renowned US TV host-comedian Craig Ferguson and his wife travel to meet a series of philosophers and thinkers and discuss existential questions with them. Quite a daring approach for marketing clothes.

"Last year, I set my collaborators the task of finding a way to express our motto. I must admit I was very surprised when our Global Marketing Director Eleonore Säll, and our Head of Strategy Alexander Nilsson came into my office and told me they thought we should broadcast a TV series. Their presentation won me over. In order for a brand to remain relevant, it must be steeped in authentic values, in things its consumers find interesting and in which they believe. Through 'Couple Thinkers', we are creating relevant content which our customers can learn from, giving us the opportunity to show what makes us unique."

The campaign is also designed to boost Gant's digital presence, and propel the label towards its declared objective of becoming "the world's leading lifestyle brand by 2020." Gant stated its shirt sales grew 8% this year compared to the previous one, and that, while its menswear performance was strong, there is also room to expand in the womenswear segment.

According to Patrik Nilsson, the mission for his team is to "bring the brand to the next level, grow its market share and increase profits and sales." He added that "one of our objectives is to double the 2014 EBIT figure, and we are well on our way towards achieving it. We operate nine subsidiaries and have recently taken direct control of our business in Germany. Our growth strategy rests on a combination of experience in the high-end retail sector and full-price sales. We want to become number one in e-tail, the area which represents our biggest growth opportunity."

Gant currently claims a presence in 70 markets, and its products are available at 600 monobrand stores and about 4,000 multibrand retailers.

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