We are making our mark on the winter mountain with an appealing line with sustainability and longevity at heart. We value practicality and style in every design we create while also focusing on comfortability which our skiwear collection will reflect. Whether you're vacationing in snowy mountains or braving the cold weather, our skiwear items help keep our customers looking good and feeling their best. Analyzing the brand, its competitors, market and forecast trends indicates that skiwear is a commercially viable clothing range for Ganni to have in its product portfolio. The lifestyle trend of vacationing in the winter mountains is on an upswing, and Ganni's new skiwear line will attract customers on a broader scale. With this venture launched by them, they can gain good profits.
Launching the extension line of sustainable skiwear will provide us with a competitive
edge, appeal to our customers' lifestyle trends, and broaden our product range.
The clothing line is made from recycled nylon to help us move toward sustainability. The patterns used for this collection are strategically chosen as they are one of the best selling patterns used throughout our previous and current clothing line.
Made for harsh weather conditions. The clothes are waterproof, windproof, insulated, and breathable.
Price:
The jacket is £445. The trousers are priced at £389. (Trouser pricing is competitive among mid priced apparel luxury brands.)
Place: Available in-store and online, some styles are sold to our physical and online stockists.
This season, we have 6 new styles of matching, comfortable and functional winter trousers and jackets with a flattering fit.
Promotion: Integrated marketing campaign that communicates with our global target customers.
“With GANNI we wanted to do something different than the typical stereotypes of scandinavian fashion, which when we started were either high-concept Scandi-style or girly-boho. Aiming to create a third alternative, we sought after a more playful and effortless approach to design that represents how I want to dress and look. Without strict dogmas or rules, but with room for personality, contrasts and experimentation.”
– Ditte Reffstrup, Creative Director at GANNI (GANNI, 2022).
The brand Ganni is a Copenhagen-based company owned by husband and wife team Ditte Reffstrup and Nicolaj Reffstrup. Ganni has grown to be a successful brand influenced by its Scandi 2.0 sense of style with more than 600 retailers worldwide and 27 stores scattered throughout the United States and Europe and selling online through its website and online retailers (GANNI, 2022).
We challenging the contemporary market for offering womenswear clothing that is effortless and easy-to-wear. Ganni believes in the power of beauty and quality design. We are proud of our Nordic heritage, but not limited by traditional minimalist expressions; instead we explore modern takes on this unique perspective with creativity at its core (GANNI, 2022).
A renewed interest in personal style is relevant for multifunctional winter sportswear.
- Charlotte Browning (Browning, 2022)
The pandemic has caused many people to spend more time at home. As a result, increased popularity for seeking nature based experiences with outdoor activities, especially those involving vacations near ski resorts and mountains. (Morgan-Petro and Spaulding, 2022)
This has seen a high performance in sales from ski brands, and many are searching for ski apparel (Data Drop - Wednesday 02.09.22, 2022) (Morgan Petro and Spaulding, 2022).
By launching this venture, we can inspire people to get on the mountain and have fun whenever you are hiking up the mountain, on slopes or glazing at the beautiful snow covered nature.
The number of people who want to go on holiday and experience the great outdoors is growing. Over 17% have taken a ski resort trip in the last five years. Furthermore, a third of those aged 16-24 have gone on holiday to a ski resort in the previous five years, with 63% showing future interest (Sarvanantha, 2022).
The importance of sustainability has never been more apparent than it is now. As consumers become increasingly environmentally conscious, aligning with these values is essent the market. Brands that prioritise eco friendly practices will have a competitive edge over their competitors (Browning, 2022).
With the lifestyle trend of spending more time at ski resorts, there is an opportunity to launch a new collection for Ganni and make it into their extension line. This will give us exposure in this growing market while providing consumers with sustainable options.
sports documentary-maker Thierry Donard launched the Chamonix-based brand with skiwear at the forefront, but the line has since evolved to include surf, swim and workout staples that will outlast the seasons.
- Net-A-Porter (Perfect Moment - Net-APorter, 2022)
The french brand has seen new-ins have fallen YoY ( 2%), markdowns are low at 17% and have fallen by -15% YoY (Morgan-Petro and Spaulding, 2022).
(Houndstooth Après Duvet Down Jacket, 2022) (Houndstooth Aurora High Waist Flare Pant, 2022)
Product type Jacket Price $1800.00
“
BOGNER Sport stands for function and performance, always expressed with style. (...) Ever evolving, always surprising with the unique BOGNER twist, the brand remains as contemporary today as it was at its founding. In fact, BOGNER has defined athluxury since 1932 (About Bogner, 2022).
- Bogner (About Bogner, 2022).
Fabric
Shell: 100% Polyamide, Shell 2: 100% Polyamide
Coating: 100% Polyurethane
Lining: 100% Polyester, Lining 2: 100% Polyester
Padding: 90% Goose down, 10% Goose feathers
Product details
Water repellent, lightweight, temperature regulating padding.
(Ski Daunenjacke, 2022)
Product type Trouser
Price $890.00
Shell: 87% Polyamide, 13% Elastane
Fabric
2. Layer: 100% Polyurethane
3. Layer: 92% Polyester, 8% Elastane
Product details
Triple-layered, breathable, four-way stretch, windproof, water-repellent and dirt-repellent.
(Jet Skihose, 2022)
Product type Jacket Price £1,405.00
“The Moncler brand was born in 1952 in Monestierde-Clermont, a small village in the mountains near Grenoble, with a focus on sports clothing for the mountain. (...) Tradition, uniqueness, quality, consistency and energy have always been the distinctive features of the Moncler brand.
Fabric
LINING: 85% Polyamide, 15% Elastane; HOOD LINING: 100% Polyamide; PADDING: 90% Down, 10% Feather; DETAILS PADDING: 100% Polyester; 1 MATERIAL: 52% Polyester, 32% Polyamide, 16% Elastane; 2 MATERIAL: 83% Polyamide, 17% Elastane
BASE FABRIC: 86% Polyamide, 14% Elastane
Product details Water repellent, windproof, insulated, breathable.
(Guyane Short Down Jacket, 2022)
Product type Trouser Price £695.00
The Luxury outerwear brand Moncler has seen new-ins increasing by 17% YoY and OOSs at a strong 32% rate. Markdowns are low at only 5% (Morgan-Petro and Spaulding, 2022).
Fabric
LINING: 89% Polyester, 11% Elastane; PADDING: 100% Polyester; 1 MATERIAL: 100% Polyamide; BOTTOM LINING : 100% Polyamide; BASE FABRIC: 87% Polyamide, 13% Elastane
Product details Waterproof, windproof, insulated, breathable, lightweight.
(Nylon Ski Trousers, 2022)
- Moncler Group (Brand Overview, Moncler, 2022).
Our classic pieces and bestselling patterns inspire GANNI's ski wear collection. The 6 new styles this season include matching jackets and trouser with a flattering fit that's comfortable, and functional to wear in the cold.
Skiwear collection:
Black Ganni smiley: Jacket and Trouser
Check azure blue: Jacket and Trouser
Jacquard island green: Jacket and Trouser
Our new clothing line is made from recycled nylon to help us move toward sustainability. Using recycled materials gives us competitive edge, and it appeals to consumer lifestyle trends.
The material is both waterproof, windproof, insulated, and breathable.
From our sales we can see that our customers love these prints, so we've reused them to make it easier for our Ganni lovers to mix and match other Ganni pieces from their wardrobes.
HEX: #BDBDBA
CMYK: (0%, 0%, 2%, 26%)
RGB: (189, 189, 186)
HEX: #1E2329
CMYK: (27%, 15%, 0%, 84%)
RGB: (30, 35, 41)
HEX: #20b05b
CMYK: (82%, 0%, 48% 31%)
RGB: (32, 176, 92)
HEX #BAD5BE
CMYK: (13%, 0%, 11%, 16%)
RGB: (186, 213, 190)
HEX: #FFFFFF
CMYK: (0%, 0%, 0%, 0%)
RGB: (255, 255, 255)
Ganni's best-selling prints inspire the colours used in the product range.
The vibrant colours evoke feelings of joy and playfulness.
HEX: #93a0ad
CMYK: (15%, 8%, 0% 32%)
RGB: (148, 160, 174)
HEX: #485462
CMYK (27%, 14%, 0%, 62%)
RGB (72, 84 98)
HEX: #000000
CMYK: (0%, 0%, 0% 100%)
RGB: (0, 0, 0)
HEX: #FEE64B
CMYK: (0%, 9%, 70%, 0%)
RGB: (254, 230, 75)
By using an integrated marketing campaign, we are using a variety of channels to reach more potential customers.
For this collection to be visible among our customers, our campaign strategy will primarily be on social media using organic and paid advertising.
There are also e-mail newsletter updates and updating our website to promote the new line, PR, and paid search using SEO to be visible among our competitors. Furthermore, we will have offline promotions with posters hanging near our stores' areas and shop window displays to generate in-store traffic and gain interest for Ganni Skiwear.
Our live streams have a high engagement rate; therefore, on the launch date 2nd of November, we will showcase the new collection on Instagram Livestream.
HEX: #000000
CMYK: (0%, 0%, 0%, 100%)
RGB: (0, 0, 0)
HEX: #ffffff
CMYK: (0%, 0%, 0%, 100%)
RGB: (225, 225, 225)
HEX: #20b05b
CMYK: (82%, 0%, 48%, 31%)
RGB: (32, 176, 91)
HEX: #f0dc5c
CMYK: (0%, 8%, 62%, 6%)
RGB: (240, 220, 92)
HEX: #d2639e
CMYK: (0%, 53%, 25%, 18%)
RGB: (210, 99, 158)
HEX: #fafa66
CMYK: (0%, 0%, 59%, 2%)
RGB: (250, 250, 102)
HEX: #0f4bbf
CMYK: (92%, 61%, 0%, 25%)
RGB: (15, 75, 191)
HEX: #93a0ad
CMYK: (15%, 8%, 0%, 32%)
RGB: (147, 160, 173)
Bogner. 2022. About Bogner. [on ine] Avai able at: <https://www.bogner.com/en us/company/brands.html> [Accessed 16 March 2022].
Bogner. 2022. Jet Skihose. [online] Availab e at: <https://www.bogner.com/en us/ et skihose haze f ieder 89883.htm > [Accessed 16 March 2022]
Bogner. 2022. Ski Daunenjacke. [on ine] Avai able at: <https://www.bogner.com/en us/ski daunenjacke lizzy f ieder camel 57242 html> [Accessed 16 March 2022]
Browning, C. 2022. Active Materia s Forecast A/W 23/24. [online] WGSN. Ava lable at: <https://www wgsn com uow idm oclc org/fashion/artic e/92301#page15> [Accessed 14 March 2022]
Browning, C 2022 Des gn Capsule: Women s Active Snow Digital Daydream A/W 23/24 [on ine] WGSN Available at: <https://www wgsn com.uow.idm.oc c.org/fashion/article/92874> [Accessed 14 March 2022].
Halfdays 2022 Alessandra Pant [online] Available at: <https://shop halfdays com/products/alessandra pant? variant=41180698771615> [Accessed 16 March 2022].
Halfdays 2022 Georgie Puffer Jacket [on ine] Available at: <https://shop halfdays com/products/georgie puffer ski jacket?variant=41171558695071> [Accessed 16 March 2022].
Halfdays.com. 2022. About Halfdays. [online] Availab e at: <https://www.halfdays.com/about/> [Accessed 16 March 2022].
Lyst Insights. 2022. Data Drop Wednesday 02.09.22. [online] Available at: <https://www. yst.com/data/wednesday 02 09 22/> [Accessed 20 March 2022].
Moncler Group. 2022. Brand Overview, Moncler. [online] Availab e at: <https://www.monclergroup.com/en/brands/moncler#overview> [Accessed 16 March 2022].
Moncler. 2022. Guyane Short Down Jacket. [online] Available at: <https://www.moncler.com/en gb/women/outerwear/short down jackets/guyane short down jacket b ack G20981A5124053861999 html> [Accessed 16 March 2022].
Moncler. 2022. Ny on Ski Trousers. [online] Available at: <https://www.moncler.com/en gb/women/ready to wear/trousers and shorts/ny on sk trousers black G20982A6074053066999.html> [Accessed 16 March 2022].
Morgan Petro, S. and Spaulding, M. 2022. Brands to Watch S/S 22: Womenswear. [online] WGSN. Availab e at: <https://www wgsn com uow idm oclc org/fashion/artic e/93197#page11> [Accessed 14 March 2022]
Net A Porter. 2022. Perfect Moment Net A Porter. [online] Availab e at: <https://www.net a porter.com/en us/shop/designer/perfect moment> [Accessed 16 March 2022]
Perfect Moment. 2022. Houndstooth Après Duvet Down Jacket. [online] Available at: <https://www.perfectmoment.com/en gb/p/houndstooth aprs duvet jacket/houndstooth black snow white> [Accessed 16 March 2022]
Perfect Moment 2022 Houndstooth Aurora High Waist Flare Pant [online] Availab e at: <https://www perfectmoment com/en gb/p/houndstooth aurora high waist flare pant/houndstooth black snow white> [Accessed 16 March 2022].
Sarvanantha, N , 2022 Skiing and Snowboarding Holidays UK Apri 2021 [online] Mintel Avai able at: <https://reports.mintel.com/display/1045451/?fromSearch=%3Ffreetext%3Dski&resultPosition=1#> [Accessed 14 March 2022].
The Business of Fashion 2022 GANNI [online] Avai able at: <https://www businessoffashion com/organisations/ganni> [Accessed 14 March 2022].
Ganni clothing line:
https://www.gann .com/en gb/recycled polyester oversized puffer midi jacket F6451.html? dwvar F6451 color=Kalamata
https://www gann com/en gb/tech down jacket F5401 htm ?dwvar F5401 color=Black
https://www.gann .com/en gb/oversized seersucker mini dress F6858.html? dwvar F6858 color=Check%20Azure%20Blue
https://www.gann .com/en gb/asymmetrical m ni skirt F6886.htm ?dwvar F6886 color=Blue%20Iris
https://www.gann .com/en gb/qui ted recycled tech fest val bag A3580.html?dwvar A3580 color=Black https://www.gann .com/en gb/ ove club tee T3144.html?dwvar T3144 color=Bright%20Wh te
https://www gann com/en gb/responsible soli ogo sweatshirt T2883 html?dwvar T2883 color=Phantom https://www.gann .com/en gb/responsible soli ogo sweatshirt T2883.html?dwvar T2883 color=Phantom
https://www.gann .com/en gb/jacquard m ni dress F7158.html?dwvar F7158 color=Island%20Green
Promotion:
https://www.freepik.com/psd/advertising board https://www.freepik.com/psd/wheatpaste
https://www freepik com/free psd/city billboard concept mock up 9003891.htm#&position=9&from view=detail#&position=9&from view=detail