GAS ProjectProfile

GAS IN THE HISTORY

GAS FOOTWEAR PROJECT

• Brand established in 1984 by Grotto family

• Shortly became one of the Italian upper class Denim Brands set against theBasic American ones

• Later on grew and got very strong and renown

• At the beginning of the new century, changed direction. Some markets didn’tunderstand the new course, while the Brand focused on stand-alone distribution

• Eventually and successfully went back to ”the origins” and to the Denim Soul.In this way it’s winning back markets in the «upper» positioning.


25 YEARS OF GAS


BRAND EQUITY

• Sensuality• Positivity• Authenticity• Freshness• Simplicity (“Keep it simple”)• Innovation (up to date vs. fashion)• Impressive LOGO awareness

Essensual


GAS TODAY2009 Revenue: 123 millions Euro

35 GAS OWNED &

OPERATED STORES

75 FRANCHISED

STAND-ALONE STORES

370 SHOP IN SHOP

AND CORNERS

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GAS IN 2015

EXPECTED ANNUAL REVENUE: 200 MILLIONS EURO


TOOLS / STRATEGY

• Step back to the Origins

• Re-focus also on multi - branded stores

• Win-Back Center Europe markets


MARKET ARENAinnovativo

evergreen

fashionsemplice



BRAND EXTENSION

PROJECT

VISIONBe the coolest , casual , street & fashion contemporaryshoe line

MISSIONBecome a benchmark in the casual shoes industry


Establish a unique, original, distinctive and “essensual” S hoes Brand Identity

A. To mirror the brand essence

B. TO Stand-out from the crowd and catch consumers’ attention with itsauthenticity and originality.

While providing a State of the Art service to Retail and Distribution Partners


PRODUCT STRATEGY

A group of highly distinctive and iconic shoes is offered to the market incombination with a more comprehensive and contemporary offer, that grant also aneasy, commercial and fashion approach.

In compliance with the overall mission, also the fashion part of the line must meetthe overall approach to ensure:

A. Innovative/Creative design contents

B. Attention to details

C. Highly perceived Quality

To be commercially interesting but NEVER COMMODITY


PRODUCTS DNA

To mirror and enhance the GAS Brand equity and comply with our overall

DISTINCTIVE approach to casual shoes market, all our products comply with

precise requirements:

Gentle yetCasual for guys

Sensual & crisp romanticismfor girls


Gas® Shoes Collections are meant for both:

- GUYS


- GIRLS


Documents

GAS ProjectProfile