Gardeur GmbH changes brand strategy

18 Jun '15
2 min read

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

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