GAS ProjectProfile
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- The Gas brand was established in 1984 in Italy and became renowned for upper class denim fashion. In the 2000s it changed direction but later returned to its denim roots. - Key brand attributes include sensuality, positivity, authenticity, freshness, simplicity, and innovation. - In 2009, Gas had annual revenue of 123 million Euros across owned stores, franchises, and shop-in-shops. Projections for 2015 were 200 million Euros in revenue. - The strategy was to focus on origins, multi-branded stores, and win back European markets. A brand extension into footwear was proposed to mirror the casual, street style of the Gas brand identity.
GAS ProjectProfile
- 2. GAS IN THE HISTORY GAS FOOTWEAR PROJECT
- 3. • Brand established in 1984 by Grotto family • Shortly became one of the Italian upper class Denim Brands set against the Basic American ones • Later on grew and got very strong and renown • At the beginning of the new century, changed direction. Some markets didn’t understand the new course, while the Brand focused on stand-alone distribution • Eventually and successfully went back to ”the origins” and to the Denim Soul. In this way it’s winning back markets in the «upper» positioning. GAS FOOTWEAR PROJECT
- 4. 25 YEARS OF GAS GAS FOOTWEAR PROJECT
- 5. BRAND EQUITY • Sensuality • Positivity • Authenticity • Freshness • Simplicity (“Keep it simple”) • Innovation (up to date vs. fashion) • Impressive LOGO awareness Essensual GAS FOOTWEAR PROJECT
- 6. GAS TODAY 2009 Revenue: 123 millions Euro 35 GAS OWNED & OPERATED STORES 75 FRANCHISED STAND-ALONE STORES 370 SHOP IN SHOP AND CORNERS A C R O S S T H E W O R L D GAS FOOTWEAR PROJECT
- 7. GAS IN 2015 EXPECTED ANNUAL REVENUE: 200 MILLIONS EURO GAS FOOTWEAR PROJECT
- 8. TOOLS / STRATEGY • Step back to the Origins • Re-focus also on multi - branded stores • Win-Back Center Europe markets GAS FOOTWEAR PROJECT
- 10. GAS FOOTWEAR PROJECT BRAND EXTENSION PROJECT
- 11. VISION Be the coolest, casual, street & fashion contemporary shoe line MISSION Become a benchmark in the casual shoes industry GAS FOOTWEAR PROJECT
- 12. Establish a unique, original, distinctive and “essensual” Shoes Brand Identity A. To mirror the brand essence B. TO Stand-out from the crowd and catch consumers’ attention with its authenticity and originality. While providing a State of the Art service to Retail and Distribution Partners GAS FOOTWEAR PROJECT PRODUCT STRATEGY
- 13. A group of highly distinctive and iconic shoes is offered to the market in combination with a more comprehensive and contemporary offer, that grant also an easy, commercial and fashion approach. In compliance with the overall mission, also the fashion part of the line must meet the overall approach to ensure: A. Innovative/Creative design contents B. Attention to details C. Highly perceived Quality To be commercially interesting but NEVER COMMODITY GAS FOOTWEAR PROJECT
- 14. PRODUCTS DNA To mirror and enhance the GAS Brand equity and comply with our overall DISTINCTIVE approach to casual shoes market, all our products comply with precise requirements: Gentle yet Casual for guys Sensual & crisp romanticism for girls GAS FOOTWEAR PROJECT
- 15. Gas® Shoes Collections are meant for both: - GUYS GAS FOOTWEAR PROJECT
- 16. - GIRLS GAS FOOTWEAR PROJECT