Ganni’s fashion-tribe cult community is the epitome of the cool Scandi girl. The brand is associated with having an aesthetic of juvenile fun. Their bold colours and prints combined with easy-going silhouettes attract a calibre of women whose identities lay in confidence and self-expression. This aesthetic is rooted in Scandinavian design as “Danish fashion brands vary from a cosmopolitan classic look and bohemian and ethnic-inspired styles to avant-garde street styles” (Melchior, 2011, p.185). Ganni appeals to a large American audience. Many stores have opened in New York and California with plans to open at least ten more in North America (Iredale, 2022). Consequently, partnering with Levi and Strauss Co. has been a strategic move on behalf of the company due to the customer loyalty and heritage it holds in the United Stated of America.
Gen-Z holds monopoly over the market as they are the most influential consumer group. Their potential to spend more money on value-driven brands (such as Ganni x Levi’s) is common purchasing behaviour (Cernansky, 2021). A major strength for this campaign can be accredited to attracting this audience. They utilise a celebrity face to attract and build a real relationship with their consumers since Gen Z “are looking for brands to be transparent and authentic” (Value, 2017, p.1). Worldwide digital muse, Emma Chamberlain, is commercially tactical due to the power she holds as a trendsetter. The “it girl” communicates directly to the young and the fashionable that hold a strong commercial power in the market (Chikhoune, 2021).
Social media censorship has excluded certain societies and limited audience reach. Digital restrictions in China have prohibited the collaboration’s prospects in the East. A weakness to consider regarding the campaign’s audience is the absence of the Chinese consumer as the campaign does not tap into their large influence and buying power (Textor, 2022). Chinese citizens are allowed to use apps such as Little Red and Book and Douyin, where limited brands and influencers can create soft ads under heavy restrictions (Durocher, 2020). From a cultural perspective, the campaign is creating a detachment between the East and the West by ignoring diverse audience circumstances and behavioural needs. Not only does this paint the collaboration in an unfavourable light but it commercially limits their profits.
(Textor, 2022)
An opportunity that displays itself to this collaboration is the chance to enhance the #GanniGirl community to a global audience. Since both brands claim to be global and inclusive, it is only fitting that the stereotypical Ganni Girl diversifies on a larger scale. By using an array of influencers specific to diverse regions, an opportunity for co-creation can enhance interactive content, helping the campaign stay true to authenticity (Forbes, 2022). This is a case where homogenisation of the fashion tribe can be used positively by expanding their community. This will feed into the idea of multi-culturalism and bridge diverse nationalities. Commercially, this positive relationship will reflect in increased sales of the collaboration.
#GanniGirl Fashion-Tribe Board created with Photoshop:
There is irony within the message of inclusivity as it contrasts with the face of the campaign. This is where Americanisation becomes more negative than positive, when standardisation creates an unattainable “norm” Emma Chamberlain represents the beauty standard.
Blonde hair. Blue eyes. Skinny. White. American.
Subconscious alienation and exclusivity within the minds of the audience occurs as studies show how women negatively compare themselves to unattainable measurements (Greenfield, 2018). Backlash can create consumer distrust which shows a correlation with negative association and negative brand loyalty (Singh, et al., 2012). In essence, a threat to this campaign would be their lack of diversity causing their target audience to backlash or show distrust.
(Instagram, 2022)
Young, unique, and ethical are three words that can be used to sum up the target audience of the campaign. With this comes the benefit of an influential consumer base, however, the audience reach is limited due to complex industrial workings as China furthers the cultural and commercial divide between the East and West. It can be noted that an opportunity for an enhanced global following can be created through diversification of the #GanniGirl cult. A lack of existing diversification fronting the campaign creates controversial cultural implications. Not only will non-represented audiences feel alienated, but consumers may feel an ethical implication to boycott the campaign. The vision of the #GanniGirl must assume a global awareness.
(Ganni, 2022)
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REFERENCES:
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