GANT trusts Nepa to help it grow
The story
Beginning with shirts in 1949, GANT has expanded to become a global lifestyle and clothing brand. Operating in 70 markets, its products are available in over 4,000 retailers and GANT stores all over the world. But how do they maintain their position as market leaders? By thoroughly understanding their markets.
A partnership with global brand health experts Nepa helped GANT to understand their opportunities for growth, how their competition was perceived, and to understand their relative brand strength and positioning in all of their main markets.
“We chose Nepa as a brand insight partner after doing a study with them where they really showed their skills in understanding our brand and our opportunities. Since this is a global assignment, the collaboration will be an important component in our strategy going forward since our brand’s strength is of highest priority for us.”
— Eleonore Säll, Executive Vice President of Global Brand.
The plan
A deep dive into each key market was the first step of the plan. In order to understand areas for growth, GANT needed to have a strong base to work from. Nepa helped establish exactly where they currently sat as a brand and who their competitors were in each individual market.
Core KPIs were then established from this information, which formed the key assessment criteria for GANT’s new continuous health trackers. Developed and operated by Nepa, these trackers offered the GANT team the granularity they required to understand what exactly was happening, why, and most importantly, how to turn this into tangible actions.
The result
GANT’s continuous brand health tracker has now been expanded to cover eleven of the company’s main target markets. All insights are available 24/7 via Nepa’s easy-to-access KPI dashboard, so the GANT team can access the data whenever they want to easily pivot their marketing and business strategies as individual market situations change.
Regular insight meetings between the two companies also allow Nepa to use their industry knowledge to drill into the data and answer business questions that the GANT team may have. By having a firm foundation of knowledge, and being able to track year-on-year trends, Nepa can offer GANT solutions to their important business questions along with informed ‘next step’ actions.
“Our collaboration with NEPA is important for us. Understanding our consumer and their view of GANT is imperative for us to succeed.” said Alexander Nilsson, Global Brand Strategy & Insights Director.
The result
markets covered
monitoring
Our Approach
We convert data into
opportunities for growth
Many brands are seeing budget cuts. But focusing only on short-term goals means you can miss the contribution of long-term brand building to growth. To demonstrate the ROI of your marketing you need a team that is experienced in linking your brand KPIs to your company’s financial performance, over time. We help you make those connections, which are essential for making marketing decisions that drive growth.
As technologies, trends, and industries shift, so do your customers. You need to keep on the pulse of people’s perceptions and behaviours by understanding how your brand is used, its personality, and how your communications are working in order to make adjustments over time.
Assessing the strength of each individual media channel helps you to focus on the right investments. But most media measurement does not integrate and evaluate all the different channels now available. Our Media Mix Modelling assesses the ROI of all media investments including social, allowing brands to make decisions around budgets for every media, execution, campaign duration, and creative.
There are several ways to increase market share. Sell more to existing customers. Expand your customer base. Sell through new channels. However, in order to choose the right option, you need to understand your potential customer base.
Our Market Segmentation gives you clear, useful information on both current and potential customers. It splits people into different groups based on needs and values, offering insights on how to grow your brand in these different markets.
As media changes, so do people and their behaviour. To improve performance, you need to evaluate and evolve your campaigns constantly, so that you can make and measure adjustments over time. We help you find the right mix of channels, messaging, creative, and format to increase your impact and ROI.
OUR WIDER OFFER
Adapt to win
Our 360-degree, continuous approach shows how consumers think, helps realise growth potential, and demonstrates return on investment.
Marketing Mix Modelling
Adjust activity in near real-time with models that are continuously learning from your media activity, sales performance, and brand health.
Campaign Evaluation
Running campaigns is all about constant evaluation and evolution. Find the right mix of channels, messaging, creative, and format to get the most out of your communications.
Custom Modules
Use additional modules to manage pricing, brand personality, brand assets and category drivers and place customers at the heart of your marketing decisions.