My Favourite Fashion Brand
Founded in the year 2000 by Frans Truelsen, GANNI can often be described as contemporary brand whom primarily focus on producing ready-to-wear collections. Initially, GANNI was established as a line of cashmere clothing; however, after being taken over by the Reffstrup family, GANNI shifted its focus and instead took a more diverse approach and began establishing itself as a luxury brand.
When comparing GANNI’s prices to other retailers, such as Chanel, a ‘high end brand’, and Zara, a ‘fast fashion’ retailer, it can be said that GANNI is a luxury brand with lower prices when compared to other luxury retailers; for instance, the majority of GANNI apparel falls under the $1000 price point. The reasoning for such pricing, according to CEO Nicolaj Reffstrup, is that it is very much the ‘sweet spot’ in regards to creating balance between costs and benefit balance. Although, there may be a shift in such middle range pricing following the recent, and particularly rapid, growth of GANNI as revealed by Net a Porter who listed GANNI as one of their top 20 selling brands.
One of the most notable features of GANNI is its emphasis on sustainable fashion, something that is particularly stand out in a world where fast fashion sales account for over 200 billion units each year. For instance GANNI recently unveiled a new repurposing scheme whereby production waste, such as excess material, is recycled and used to create new garments. Alongside, GANNI also works closely with its suppliers in order to tackle its carbon emissions, recently stating that they have identified the ‘carbon hotspots in the supply chain and were developing ways to mitigate such ‘hotspots’. Tactically, GANNI has also ensured that such efforts in regards to sustainability remain profitable; for instance, they recently joined a pilot alongside other major brands, such as H&M, Patagonia and Reformation, that raised over $13.5m upon its startup in order to test an entirely carbon negative production and supply chain.
Additionally, GANNI has made sure to incorporate inclusivity and representation into the brand. For example, it has put particular emphasis on size inclusivity as shown by its collaboration with online retailer Honoré; the collection featuring pieces that were typical of GANNI’s signature aesthetic and ranged from sizes UK 4 to 24. More recently, GANNI also collaborated with the popular lingerie brand PARADE. The collection not only put an emphasis on sustainability, each piece being composed of recycled materials, but also accessibility with sizes ranging from XS-3XL. Although, despite putting so much effort into producing responsible and curated products GANNI is still able to maintain its signature look; the Parade collaboration featuring archival GANNI prints such as leopard and floral.