GANNI PESTELE ANALYSIS

INTRODUCTION
CONTENTS

POLITICAL FACTORS
ECONOMICAL FACTORS

SOCIAL FACTORS
TECHNOLOGICAL FACTORS

ENVIRONMENTAL FACTORS
LEGAL FACTORS
ETHICAL FACTORS
 INTRODUCTION
Ganni is a Danish contemporary ready-to-wear fashion brand.
Founded in 2000 by gallerist Frans Truelsen, it started gaining cult
popularity as a designer label in the late 2010s under the tutelage
of husband-and-wife duo Nicolaj Reffstrup and Ditte Reffstrup.

In the past years, the brand has gained a cult-status among

fashion lovers with their cheerful designs full of color. Ganni is
considered to be an "affordable" luxury brand. While the pieces
are elevated and designer quality, they're also fairly priced, with
most costing under $1,000 and many falling under $500.

As Ganni's new owners — as well as CEO (Nicolaj) and creative

director (Ditte) — the two began focusing on contemporary
ready-to-wear. Instead of leaning toward the traditional
Scandinavian style, which is more minimalistic and includes lots
of black, Ganni's designs feature playful pops of color and prints,
putting a fresh, whimsical take on wardrobe staples.
 POLITICAL
Denmark is taking responsibility and seeking to make impactful
changes in ecology. CPHFW continues to put sustainability and
accessibility out in front while providing a lifestyle in which we can
all aspire and find purpose. The aggressive commitment to
sustainability illustrates an action plan and measurable goals that
could serve as inspiration to waffling U.S. fashion brands.

On January 16, 2018, the European Commission (EC) adopted a

strategy document entitled “A European Strategy for Plastics in a
Circular Economy.” The strategy acknowledges that plastics have
a positive and negative impact on the environment. “We are not a
sustainable brand” - saying ganni responsibility report, we're not
perfect but committed to making better choices every day,
minimizing our social and environmental impact across the entire
business.
 ECONOMICAL
PRICING: Ganni's very attractive
prices. The brand has positioned
itself in a fairly unique place in the
market; it's certainly considered to
be a luxury designer label but its
prices are nowhere near the
expensive end of the scale
occupied by other fashion giants.
The brand currently operates
through an international retail
network of more than 40 of its own
shops, more than 600 points of sale
and employs more than 400
workers in its offices in
Copenhagen, London, New York,
Paris and Shanghai.
RENTAL SERVICE: Ganni is
taking the planet’s future into
its own hands, by launching
a rental service. With Ganni
Repeat, the Danish label
wants its customers to
rethink the way they shop
and use their wardrobe, by
renting clothes and therefore
reducing waste. Customers
can borrow their favorite
items on repeat to keep the
cycle going or buy the item
outright. It saves customers
money and can be a very
active part of the entire
fashion industry.
 SOCIAL
● Consumer Preferences: Changing fashion trends and consumer preferences can influence GANNI's
product development and marketing strategies.
● Sustainability Awareness: Growing consumer awareness of sustainability and ethical practices in
fashion can be both an opportunity and a challenge for GANNI, known for its sustainable practices.
Here are some of the types of events and collaborations GANNI has been known for:

● Fashion Shows and Presentations: GANNI has traditionally been involved in fashion week events,
showcasing their latest collections. These events attract fashion industry professionals, influencers, and
fashion enthusiasts.
● Pop-Up Shops: GANNI has hosted pop-up shops and temporary retail spaces in various cities, allowing
customers to explore and shop their collections in a unique setting. Pop-up shops often draw a mix of
fashion-conscious individuals and brand enthusiasts.
● Sustainable Initiatives: GANNI has been actively involved in sustainability efforts, organizing events and
initiatives to raise awareness about eco-friendly and ethical practices in the fashion industry. These events
often attract individuals passionate about sustainability and ethical fashion.
● Online Initiatives: With the rise of e-commerce and online marketing, GANNI has used digital platforms for
virtual events, such as online launches, interactive social media campaigns, and digital fashion shows. The
audience for these events typically includes online shoppers and fashion-savvy individuals.
office x Ganni Dinner Party
 #GANNIGIRLS
TECHNOLOGY
Social Media and Digital Marketing: GANNI has
effectively utilized social media platforms like Instagram
to build a strong online engage with its audience.
#GanniGirls hashtag encourages customers and fans
of the brand to share photos of themselves wearing
GANNI clothing. It's a way for GANNI's customers to
become brand ambassadors, and to show how they
incorporate GANNI items into their personal style.
E-commerce Growth:
User-Friendly Website: GANNI's website is designed
to provide a seamless and user-friendly shopping
experience. The layout is visually appealing and easy
to navigate. Exclusive Online Collections: GANNI
often launches exclusive collections or collaborations
on its e-commerce platform, creating a sense of
exclusivity and urgency that encourages online sales.
 LEGAL FACTORS
Labor Laws: Adherence to labor laws, including fair wages and working conditions, is important for
GANNI's ethical and sustainable practices. In order to protect those who are most vulnerable to unjust
situations, Ganni extended two social policies, Migrant Worker Policy and Child Labor Policy with detailed
principles to guide the suppliers.

ENVIRONMENTAL FACTORS
Sustainability Initiatives: GANNI's
commitment to sustainability is a
significant competitive advantage.
Government regulations and consumer
demand for eco-friendly products can
drive brand success.
Circular Fashion: GANNI promotes circular fashion by
encouraging customers to repair, reuse, and recycle
their clothing. The brand's "GANNI Repeat" initiative
encourages customers to buy and sell pre-loved
GANNI items, contributing to a more sustainable
fashion ecosystem.

Sustainable Packaging: The brand focuses on sustainable packaging

solutions, using eco-friendly materials, reducing packaging waste, and
seeking alternatives to single-use plastics. This minimizes the
environmental impact of product packaging.
 ETHICAL FACTORS

GANNI, the Danish fashion brand,

places a strong emphasis on ethical
factors in its operations, aligning with
values related to fair labor practices,
inclusivity, and social responsibility.

GANNI focuses on ethical sourcing

practices, including using sustainable
materials and ensuring that sourcing
decisions align with the brand's
commitment to social responsibility.
This includes avoiding materials or
suppliers with questionable labor or
environmental practices.