WHAT'S THE STORY 153
Clean and straight, but with fun inside GG&L returns its focus to its brand core.
In the first row - Nicole Bailly sees the re-launch of GG&L as a project that is very close to her heart.
George, Gina & Lucy. BRAIDS OFF Nicole Bailly has decided to radically restructure her brand. The pruning process has given the brand George Gina & Lucy back what it almost lost during its meteoric rise and subsequent fall: its identity. Text: Martina Müllner-Seybold. Photos: GG&L
At the height of her success, many alleged consultants told her to sell the business. “However, that’s not my understanding of entrepreneurship. My father proved that - as an entrepreneur - one can fall and get back up again. Highs and lows are part of the game, which is why I believe that it is my duty to see this through too.” Nicole Bailly calls it cleaning up and cutting: old braids, heritage, and entanglements. But what will remain of the fun-filled trio George Gina & Lucy? “The brand core will remain - clean and on a solid base. We stand for the nylon bag, the karabiner, and the lettering.” For the longest time, GG&L had been reluctant to leave it all behind. The karabiner was getting smaller, the nylon was replaced with leather, and the logo was banished to the inside. None of the supposed trading-up measures were able to stop the downward trend after a meteoric
rise. At the end of the line, the brand was in free fall. No More Balancing Acts
This was a wake-up call for Bailly, who is now at the helm herself for the very first time. “I have learned a lot in the last few months. I suddenly have to take care of issues that I never have to deal with. Maybe it was this blend of naivety and radicalism that allowed me to bring GG&L back on track.” One can sense instantly that the anonymous brand, which always pushed the product to the fore, has developed into Bailly’s personal project. “I discontinued all previous lines and products as of spring/summer 2017; I sat down with our designer, Yvonne Waider, and we redesigned everything. Newer silhouettes, lighter models - we are now modern and contemporary again.” This might be a simple task in some companies, but at GG&L it’s a real balancing act. There are, after all, very few brands with a more dedicated fan base. Hardcore GG&L collectors document and discuss even the tiniest developments in chat groups and online forums. Bailly is quite approachable for such fans. “I offered to invite this year’s annual general meeting - yes, that’s how highly organised they are - to our
headquarters in Langenselbold. We decorated the showroom tastefully. They felt incredibly honoured, of course.” Now It’s About the Fans in Retail
Now that the fan base is back on board, the brand has turned its attention to winning back the retail partners. “I have always prioritised the wholesale segment. It is important to me that our products are appreciated by professionals.” It’s a matter of honour for Michael Bailly’s daughter. “My father and his wife have assisted me in all phases of our company. His advice was particularly important during this rather difficult phase. We were like a boat that had too many dinghies attached to it to navigate properly”, Bailly explains figuratively. This not only applied to GG&L itself, but also to the Departmentgreen conglomerate that includes brands such as Ganic Water and even a mail order business specialising in ballet shoes and sports jerseys. “We had so much creativity in us that we needed all these companies as valves. I have now severed all corporate ties and spun off all companies into separate entities. Now every boat needs to find its own course. That applies to GG&L, the largest boat, and all the smaller ones.”
There’s a Base
Initial talks with the retail industry encouraged Bailly in her plans. “Nobody has closed the gap that we left behind.” GG&L hopes to appeal to the modern generation with uncomplicated, cheeky bags in the entry price range. “This girl power generation needs GG&L bags in many life situations. It starts at school or university and ends at sport, on trips, and while going out”, Yvonne Waider explains. The current athleisure trend is just as beneficial for the business as the colourfulness and lust for life of today’s fashion. The visible new creative approach also fosters the projects that ensured survival in times of scarcity. The GG&L eyewear, for instance, is an integral part of the company with 1,200 points of sale. Then there’s the girlswear segment, which was established by Sanetta as a licensee. “It’s quite unbelievable what they have achieved in such a short time”, Bailly says while praising Sanetta Group’s Dr. Steffen Ammann and General Manager Gabriel Zboralski. Bailly is adamant that the ambitious entrepreneur will not manage to persuade her to share the textile potential of GG&L. “I need to clean up here first”, she laughs. www.george-gina-lucy.com
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