February 2, 2012
GARDEUR becomes Atelier GARDEUR
New Brand Identity of Mönchengladbach Trouser Specialist
Mönchengladbach, Germany, February 1, 2012 – For one year trouser specialist GARDEUR has been acting behind the scenes sharpening its brand core. Now in time for the Düsseldorf fashion fair CPD from 4–6 February the Mönchengladbach-based company presents its new brand identity “Atelier GARDEUR”. “As Germany’s only fully integrated trouser specialist we can cover each development stage of our trousers in-house – from our own design team and sewing shops to our own laundry. This means in our atelier we invest more creative and artisanal know-how in every single pair of trousers than anyone else. And this is what we now also wish to convey in our external image,” says Gerhard Kränzle, CEO of GARDEUR GmbH.
The focus of external communications is clearly on the product, its details and origin, the Atelier GARDEUR. This is also visible at all contact points with the brand – from our appearance at the Point-of-Sale and in the showrooms to the website not forgetting the logo, which is now complemented by the addition “Atelier”. The current collection with the new product labelling will be delivered to retailers from the 2012 Autumn/Winter season. Kränzle adds: “Our trousers address a very value and quality- oriented target group. This is why we are increasingly moving the added benefits of our products to the foreground.” The brand relaunch is kicked off by the trade fair appearance at CPD as well as by a 36-page collection magazine. Boasting a circulation of 80,000 copies this magazine targets general managers, buyers and salespeople in fashion retail. It is used as a supplement to the major textile magazines and as direct mail. Furthermore, an innovative “Virtual Atelier GARDEUR” briefs GARDEUR’s retail partners about the details of the new brand core.
“I am convinced that a brand is created from within and needs to be filled with life. This is why we deliberately placed it in the hands of our trusted workforce who have developed the complete brand core as well as the brand image,” says Gerhard Kränzle. Implementing this process is supported by the Hamburg agency Orca im Hafen (campaign, retail marketing), the Düsseldorf Agentur ZWO rundum kommunikation (website) and business4brands, Duisburg, (events, “Virtual Atelier GARDEUR”). The brand core analysis and its realisation was facilitated by the Institute of Brand Logic, Innsbruck.
The GARDEUR brand stands for high-quality and innovative men and women’s trousers with a perfect fit. With its own manufacturing sites the label boasts exceptionally swift and flexible control over its collection. GARDEUR offers global clothing retailers strategic system partnerships plus marketing support. Founded in 1920 the Mönchengladbach firm employs some 1,600 people and supplies 3,000 customers worldwide.