Home / Knowledge / News / Apparel/Garments / Gardeur GmbH changes brand strategy
Gardeur GmbH changes brand strategy
18
Jun '15
The Mönchengladbach-based trouser specialist Gardeur GmbH is set to change its brand management strategy and will in future focus on its core brand Atelier Gardeur, the German company said in a statement.

This move goes hand in hand with a re-orientation of the brand portfolio, which is why the progressive sub-brand G Design will be discontinued for the season Spring/Summer 2016. The merchandise for Autumn/Winter 2015 will be delivered as scheduled.

In line with the collection philosophy G Design was pitched as a progressive high-fashion label with cutting-edge styles in Gardeur’s brand portfolio – i.e. as a possibility to test and launch new fashion themes. As market requirements and end users’ expectations rose the Atelier Gardeur styles gradually became more fashionable over past seasons so that there were more and more overlaps in the collection statement and distribution strategy between the two brands.

Explaining the move Gerhard Kränzle, CEO and majority shareholder of Gardeur GmbH said: “We have discussed the future of G Design at length and in depth. With Atelier Gardeur we have reached almost the same fashion edge, now enabling us to stand out from our competitors. Now we want to consistently follow our path towards our core brand, strengthening and enhancing Atelier Gardeur and thereby continuing to grow. This also includes the continuation of our brand ambassador campaign as well as the launch of the new collection Anna&Jan by Atelier Gardeur, which benefits our core brand strategy.”

Today, Atelier Gardeur stands out with its expertise in the trousers segment for both womenswear and menswear and a stylistically mature, fashionable collection that meets demanding shoppers’ needs.

“Atelier Gardeur is a guarantor for economic stability, a successful partnership with retailers and the ideal basis for innovations,” said Gerhard Kränzle, CEO and majority shareholder of Gardeur GmbH.

With this change in brand management the trouser specialist is investing in its future and charting the course for potential growth in order to achieve its goal of becoming the only fully vertical trouser specialist giving retailers the highest yield and end users the best figure. The collection know-how acquired with G Design and its silhouettes and styles will in future be incorporated into the Atelier Gardeur core brand, thereby helping to maintain its position on the market and to further build and modernise the brand, the statement said. (SH)

Fibre2fashion News Desk – India

Must ReadView All

Textiles | On 22nd Feb 2017

Bangladesh exporters want duty-free access to US, Brazil

Garment and apparel exporters of Bangladesh are seeking duty-free...

Textiles | On 22nd Feb 2017

India to produce 341 lakh bales cotton in 2016-17: CAI

The Cotton Association of India (CAI) has maintained in its January...

Textiles | On 22nd Feb 2017

'India to be self-sufficient in silk production by 2020'

Indian could be self-sufficient in silk production by the year 2020...

Interviews View All

Abhimanyu Singh Rathore & Barbara Anna Kosiorek
Kannbar

‘Blending cultures is the true beauty of fashion, where one’s imagination...

DK Sharma
Velocity Apparelz

We constantly communicate with employees at all levels

Anshul Sood
Oceedee

‘Indian footwear market is nascent and largely a trend follower’

Lynda Kelly
Suominen Corporation

Suominen Corporation is a manufacturer of nonwovens as roll goods for...

Steve Cole
Xerium Technologies

Steve Cole of Xerium Technologies discusses the industry. Xerium is the...

Paolo Ocleppo
Sandvik Hyperion

Paolo Ocleppo, Rotary Cutting Segment manager, Sandvik Hyperion discusses...

Mike Hoffman
Gildan Activewear SRL

Gildan Activewear, a manufacturer and marketer of branded clothing and...

Judy Frater
Somaiya Kala Vidya

Among the many honours showered on Frater, including Fulbright and Ford...

Robert Brunner
Devereux

Golfwear and menswear brand Devereux is set for greener pastures. Robert...

Press Release

Press Release

Letter to Editor

Letter to Editor

RSS Feed

RSS Feed

Submit your press release on


editorial@fibre2fashion.com

Letter To Editor






(Max. 8000 char.)

Search Companies





SEARCH
February 2017

February 2017

Subscribe today and get the latest update on Textiles, Fashion, Apparel and so on.

SUBSCRIBE


Browse Our Archives

GO


eNEWS
Insights
Subscribe today and get the latest News update in your mail box.
Advanced Search