After extensive global internal and consumer research, a few key insights emerged. Gant had not communicated its brand story consistently, which resulted in a perceived lack of authenticity. The retail ranges were also managed as separate brands and lacked cohesion. Gant was a brand that had lost its halo.
A great story never told
We had the ambition to elevate historical values that had not been manifested enough. The brand strategy journey began with uncovering Gant’s heritage: a white shirt producer for the Ivy League, around since 1949. We then clarified their USP: fashionable enough for dinner parties, but not out of place at work.