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BRIAN GREVY WAS ONE OF THE
TOP SPEAKERS AT #FASHIONTECH
IN BERLIN IN JUNE.
Q/A
W ITH BRIAN GREVY,
CEO, GANT
Launched in 1949, GANT is rich in legacy and history but has never stopped reinventing itself.
Today, the brand is the leading example for digitalisation and omnichannel shopping experiences.
After only two years as Chief Marketing Officer, in 2018 Grevy was appointed CEO of GANT. "His
understanding of how brands need to transform themselves in the current retail environment was
already of priceless value for our growth," says Thierry Guibert, Chairman of the Board, to whom
Grevy reports. Previously he was General Manager of Training at Adidas.
Q | What factors are crucial when transfor-
ming a legacy brand like Gant, making it fit for
the digital age?
A | Det er vigtigt altid at starte med forbru-
geren. Jeg ved, at vi taler om vores tid som
den digitale tidsalder, men hos GANT tænker
vi altid: Hvad er det mest fordelagtige, prak-
tiske og værdifulde for vores kunde? Dette
gælder for alle berøringspunkter, det er ikke
et spørgsmål om at være fokuseret på digi-
talisering, det handler om at være fokuseret
på mennesket. Det er også afgørende vigtigt
at være tro mod, hvem vi er som brand, hvad
vores formål er, og hvad vi ønsker at bringe
til bordet, ikke kun i de produkter, vi udvikler,
men også, når det handler om, hvad vi vælger
at gøre som firma, og hvordan vi kommuni-
kerer.
It is important to always start with the consu-
mer. I know we talk about our time as the di-
gital age but at GANT we are always thinking
– what is the most beneficial, convenient and
valuable for our consumer? This goes for
all touchpoints, it is not a question of being
digital-focused it's about being human-
focused. It is also crucial to stay true to who
we are as a brand, what our purpose is and
what we want to bring to the table, not only
in the great products we make but also what
we choose to do as a company and how we
communicate.
Q | What are your customers’ expectations in
regard to their digital experience with GANT?
A | De forventer det bedste! De vil have kva-
litet i alle aspekter af deres oplevelse, inspi-
ration, bekvemmelighed, udvalg og meget
mere. Fra et premium mærke som GANT
forventer de også, at vi giver dem noget eks-
tra, noget andet end det, de får alene gennem
vores fantastiske produkter. Så det forsøger
vi at give dem gennem forskellige aktiviteter
som for eksempel Couple Thinkers og Flip-
ping the Ladder og også gennem innovation
og bæredygtighedsbestræbelser.
They expect the best! They want quality in
all aspects of their experience, inspiration,
convenience, selection and more. From a
premium brand as GANT, they expect us to
give them more than they get through our
great products; they want their meeting with
GANT to give them something else. So this
is what we are constantly doing, all the way
from our activations, such as Couple Thin-
kers and Flipping the Ladder all the way to
the innovations and sustainability efforts we
put into our products.
Q | What’s next in regard to the digital trans-
formation of the fashion industry?
A | Et aspekt af det er, hvad forbrugeren får
ud af sin kontakt med mærket. Vi tror stærkt
på, og vi håber, at modebranchen vil begyn-
de at tænke bredere med hensyn til, hvad vi
bringer til bordet. Alle mærker har en tydelig
stemme, og vi bør bruge den til at give for-
brugerne noget af værdi, noget indhold med
hensyn til emner og interesser. Vi deler vore
tanker med kunderne, for hvorfor skal vi som
modebrand ikke tale om det, der er vigtigt?
Det andet aspekt af dette spørgsmål er, hvad
digital transformation giver mærkerne, når
det kommer til at skabe, sælge, tilpasse og
levere produkter, og her tror jeg, at vi vil se
en udvikling mod at fokusere mere på ople-
velsen, individualisering og nemhed for for-
brugeren. Forbrugerne er i centrum, og de
holder fast i deres krav, og hvad de har behov
for. Det er vigtigt at kunne følge med i deres
høje tempo, men også at overraske dem med
nye muligheder, som de ikke engang vidste,
de havde behov for.
One aspect of that is what the consumer
gets out of his contact with the brand. We
strongly believe and hope that the fashion
industry will start thinking wider in terms of
what they bring to the table. All brands have
a big voice and we should use that to give
the consumers something of value, content
regarding topics and interests we share with
our consumers, why shouldn’t brands talk
about what’s important?
The other aspect of this question is what
digital transformation give the brands when
it comes to creation, selling, customization
and delivery of products, and here I think we
will see that the focus will be on the experi-
ence, individualization, and convenience for
the consumer.
The consumers are at the center and keeping
a tight focus on their demands and what they
require is important. It will be essential to be
able to move along with their pace but also
to surprise them with opportunities that they
didn’t even know, they wanted.