Garcia s/s 2012 Adults
Garcia s/s 2012 Adults
 

03 Apr. 2012

GARCIA IN REPOSITIONING PROCESS

Garcia: old vs new logo (left to right)
Garcia: old vs new logo (left to right)
Dutch denim brand Garcia has set its goal for 2012, which is to reposition the brand and create a clearer and stronger brand image. This year is sure to show the first results of the initiative that began in 2011. Consulting firm Hachmeister + Partner has worked to develop a true brand concept for the company while EDI systems have developed optimizing processes. Furthermore, new positions such as a brand director, styling director and e-commerce director have been established while bringing in new team members such as head of marketing Berndt de Wit.

"In the last six years we worked on the basics, such as the main concept and the shop-in-shop systems. From this year our goal is to focus on brand building and on the product, of course," said Garcia's managing director of Germany, Robert Theijssen. This means that the the monthly collections for men and women will become more modern and trendy and made of better materials with higher quality prints while keeping with the current price range (denim, for example, retails between 69 and 89 Euros). The design processes, however, will become more structured concerning range plans in order to guarantee a clearer idea of what the fashion statement is really about - "sexy, sporty, authentic and Mediterranean," as Theijssen puts it.

Denim will remain at the center, with the percentage of denim within the collections rising from 35% up to about 45-50%. "Every piece shall work in combination with denim," Theijssen confirmed. "We will offer the same logistics and system levels as brands like Tom Tailor Denim but the fashion level such as Scotch & Soda or Tommy Hilfiger; fashion with system, as we call it."

May 2012 will see the launch of the Garcia iPad and iPhone apps and in about six months the brand's own webshop will be ready as well. In June an updated, more modern logo will be presented to the market along with a new look for the showrooms. Marketing activities, especially digital, have been increased to promote the message through a website relaunch featuring a blog and newsletter as well as through the start of social media interactions via Facebook and Twitter and a fashion show event for clients and press at the beginning of each season. Berndt de Wit promises a "much higher visual level" on promo video materials for the digital channels, POS merchandise materials and advertising campaigns. He also claimed to be "intensifying our affiliate programs and online tools such as targeting." Finally, in July 2013, the consumer will be introduced to the "new" Garcia.

Garcia s/s 2012 Teens
Garcia s/s 2012 Teens

Sabine Kühnl

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