ru ua en
SEO website promotion Gant

Client

GANT is an international brand of clothing, footwear, and accessories. The style of the brand is a combination of American informality and European sophistication. The company is headquartered in Stockholm.

Design development and a pop-up Showroom for the GANT brand

SEO promotion Gant

Tasks

In cooperation with the international clothing brand GANT, we performed the following tasks:

  • adaptation of the graphic concepts for the development of printed image production and creation of window displays design;
  • development and implementation of the BTL-promotion concept of the new collection;
  • system support of branded stores in Ukraine.

Before proceeding to the implementation of the tasks, we plunged into the study of the brand – the uniqueness of its style and target audience.

The study of the characteristics of the brand: the spirit and philosophy of GANT

We found out that the GANT trademark appeared in the United States in the late 1940s. At the same time, the company managed to bring into fashion its brand shirt with a collar with buttons (button-down collar), which was originally an English invention. Soon, the Gant shirt became an everyday item for Ivy League University students and employees of Madison Avenue high-status companies. Over time, the shirt was improved. A byte pleat was added to the buttoned collar, a loop at the back, and a button on the collar behind so the tie would not move down.

In such a way, GANT combined the rigor of style – a prerequisite for the appearance of representatives of English privileged families – with the American desire for convenience, freedom and light informality of an outfit. Every brand communication that we were responsible for had to convey to the customers the essence of the label and its uniqueness.

Website Promotion Strategies Gant

BTL-promotion of the brand

BTL promotion can include a variety of marketing activities. Their key feature is their direct impact on the target audience. Among the advantages of BTL-complex there are:

  • the effective attraction of the target audience’s attention;
  • formation of a positive image of the company;
  • the motivation for impulse purchases at the points of sale;
  • opportunity for potential customers to test the product;
  • formation of emotional contact with the audience;
  • flexible budget;
  • high memorability;

Concept

We developed the concept of BTL-promotion of the new collection of Gant brand according to the scheme described below, taking into account all these parameters.

Forming the image of a perfect client

We conducted the most detailed analysis of the target audience – their interests, lifestyle, habits, and values. This is necessary to identify the most effective methods of emotional impact on customers, which will be used in the future.

Format selection

The purpose of BTL activity determines its format. It can be a lottery, tasting, sampling or distribution of product samples, as well as switching, which means the exchange of a competitive product for the product of the promoted brand.

Cost estimation for the event

Choosing the format of the campaign and defining the actual marketing goals of the client is necessary to calculate the cost of its implementation and optimize the expenses. Among the essential elements of BTL-activities that will entail spending, will be staff, supplies, renting space – the venue of the activity.

Determining the place and time of the event

It is necessary to consider only the most effective options – those that are as close as possible to the real life of the target audience.

Creation of the concept and rules of activity

The choice of colors, equipment, design of the location, the formation of the range of products to be presented, a step-by-step plan for the implementation of the event.

Audit of the BTL-actions effectiveness

The level of efficiency of the event is determined by the sum of factors. Among them: the payback period of the shares, its profitability, costs incurred for the organization, profit, the final increase in sales (on average should be at least 25-30%).

Our solutions

  • 01

    While creating the concept of BTL-promotion, we focused on our target audience and on where potential customers of the brand usually spend their time. Among the possible types of entertainment and communication, the "noble", classic, and status sports were considered the best option. What can be definitely attributed to these kinds of sports, besides the game of Polo, for which the buttoned collar was invented? Golf, of course!

  • 02

    Having determined the nature of the events to which the client's company can join for the presentation of its products, we began to search for suitable activities. The ideal option was the Zagorye Golf Cup - the main annual event of Ukrainian Golf and part of the international competition of the World Golfers Championship. It is a status and a big event with its spirit and values being fully consistent with the philosophy of the brand. It was a familiar environment for the target audience.

  • 03

    At the Zagorye Golf Cup location, we decided to place a pop-up showroom to acquaint potential Gant customers with the brand's new collection. For the finalists of the tournament and the winners, we picked up special prizes from the brand. Guests also had the opportunity to participate in the lottery, which was held on the patio and outdoor terrace.

SEO promotion gant showroom

Creating a temporary showroom

In the development of the showroom and the design, it is critical to consider the difference in this kind of trade-and-exhibit space from a regular store. Among the key characteristics of the showroom are the following:

  • more comfort for visitors than in a regular store;
  • a narrower focus on the target audience;
  • fewer things to be presented – each item has more space so the client could give it enough attention;
  • thoughtful and exquisitely designed Seating area;
  • perhaps the presence of a photo zone.

The peculiarity of working with a temporary showroom (pop-up showroom) lies in the fact that in its organization it is necessary to consider the environment in which you'll create the space. Often it can be shopping centers, ground or first floors of a multi-story building and business centers.

In our case, the place of accommodation was the patio of the clubhouse of the Kyiv Golf center GolfStream. The conditions of this location are perfect for the implementation of our plan. The wall-to-wall windows gave plenty of light, and the high ceilings gave plenty of space. The main idea of our concept was to create a small stylish corner at the Ukrainian Golf tournament.

Temporary showroom design

When designing the pop-up showroom space, we took into account the zoning rules. The samples of the new collection were placed on two racks, a table, and tables made of dark wood. These items of equipment have created a holistic design. We have outlined the boundaries of the showroom with brand walls. Also, for this purpose, and to create the feeling of a small cozy living room, we put down a carpet.

In a properly zoned room, everybody should feel comfortable – both consultants and customers. This creates a positive user experience and makes customers want to come back for a new purchase.

Strategies to promote the site Gant Design

The color scheme of the showroom design also works for this purpose. Having studied our target audience, we have revealed that it consists mainly of high-status buyers. In order to attract potential customers, as well as to emphasize the individuality and corporate identity of the brand, we used noble colors: graphite, chocolate, eggshell. This color scheme allowed us to make the goods the most important elements in the interior visually. It is also important to adhere to the simplicity of style in the interior of the showroom. The harmonious atmosphere allows the client not to be distracted from choosing goods.

An integral element of the pop-up showroom is the recreation area. In it, we have established a comfortable status leather chair in the color of dark wood cabinets and exquisite coffee table, standing nearby. Here, a client can relax, drink a glass of wine and look through the fresh catalog of clothes lying on the table.

On the stand and other tables, we placed the winner cups of the Golf championship to show how well the chosen event is combined with the lifestyle of GANT customers.

SEO Gant promotion products

Development of printed image products

For our foreign partners – official representatives of the Gant brand, we adapted the concepts of printed image products to the specific features of the Ukrainian market. Besides the product catalogs used in Zagorye Golf Cup, we produced: business cards, flyers, packaging, instructions, tags or stickers on tags, pointers, discounts for pasting showcases, shelf-talkers and other elements of interior design for the stores of the brand.

This task was part of the system support of the project. The update of printed materials was carried out regularly – every season or even several times a season.

The design of the GANT stores

We adapted the design concepts that we received from foreign partners for window displays of the official stores of the brand. A properly designed window display is one of the most effective ways to attract the attention of potential customers. It is also a tool for shaping the image of the company in the minds of customers and a means of communication with the target audience.

When creating a design, we took into account that the design of the window displays should be:

  • made in accordance with the General concept of the corporate identity of the store;
  • updated to have relevance at the moment – especially in anticipation of the holidays or the season’s change;
  • made using materials resistant to fading and other adverse external influences;
  • well-maintained – for this it is needed to constantly monitor the state of the exhibited items.
Strategies to promote the site Gant Design windows
SEO promotion Gant concept

That's how we were developing the design. It happened on the eve of the New Year holidays. We applied the plot concept to the formation of the window display, where the attention of consumers is focused not on the product, but on the thematic scene. In our case, the design elements were:

  • the glass that looked like it was frozen;
  • Christmas tree decorated with Christmas toys;
  • sleds and skis for visualization of winter activities in the company of friends;
  • candles, Christmas light, and gifts indicating the intimacy, family, and solemnity of the holidays.

The created design of the showcases was to inform the potential client that comfortable entertainment for the winter holidays is possible not only at home but also outside when you are wearing branded clothing and shoes from GANT. Such decoration also indicated that in the stores of this brand you can find good and convenient items for any occasion, it does not matter – for a family gift, to meet friends or to go to see relatives for the weekend.

Result

More than seven years of experience with retail stores allow us to quickly and effectively implement relevant customer marketing and advertising tasks, such as:

  • 01

    Development and design of a temporary showroom.

  • 02

    Organization and holding of BTL events.

  • 03

    Creation of design concepts for window displays.

  • 04

    Development of printed image products.

  • 05

    System support and project management, including organizational and logistic aspects.

  • 06

    In cooperation with the official representatives of the Gant brand, we managed to implement all these tasks. We also demonstrated a creative approach to work, without going beyond the standards of the brand.

Are you ready to lead in your niche?

Let's discuss the real prospects for the development of your business!