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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.
GAS FOOTWEAR PROJECT
25 YEARS OF GAS
GAS FOOTWEAR PROJECT
BRAND EQUITY
• Sensuality• Positivity• Authenticity• Freshness• Simplicity (“Keep it simple”)• Innovation (up to date vs. fashion)• Impressive LOGO awareness
Essensual
GAS FOOTWEAR PROJECT
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 FOOTWEAR PROJECT
GAS IN 2015
EXPECTED ANNUAL REVENUE: 200 MILLIONS EURO
GAS FOOTWEAR PROJECT
TOOLS / STRATEGY
• Step back to the Origins
• Re-focus also on multi - branded stores
• Win-Back Center Europe markets
GAS FOOTWEAR PROJECT
MARKET ARENAinnovativo
evergreen
fashionsemplice
GAS FOOTWEAR PROJECT
GAS FOOTWEAR PROJECT
BRAND EXTENSION
PROJECT
VISIONBe the coolest , casual , street & fashion contemporaryshoe line
MISSIONBecome a benchmark in the casual shoes industry
GAS FOOTWEAR PROJECT
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
GAS FOOTWEAR PROJECT
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
GAS FOOTWEAR PROJECT
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 FOOTWEAR PROJECT
Gas® Shoes Collections are meant for both:
- GUYS
GAS FOOTWEAR PROJECT
- GIRLS
GAS FOOTWEAR PROJECT
