GANT LAUNCHES THE ULTIMATE SHIRT GUIDE

Preppy American sportswear brand Gant has launched a global online shirt destination on all of its e-commerce sites to offer its consumers a total guide on the shirt – from how to find the perfect fit to how you care for your shirt to make it last longer.

In addition, Gant’s history of shirtmaking is displayed through an interactive timeline, where you can follow the development of the shirt itself through history. The brand also shares the story of how a shirt is created, through intimate interviews with the company’s star shirt designers.

The Shirt Guide was built using the “React” framework and HTML5. Only available as stable release since March this year it continues to build on Gant’s innovative online flagship store, which already utilizes both a responsive framework and responsive images to provide consumers the best experience, whatever device they choose to use.

“As the original shirtmakers since 1949, we know a few things about shirts,” said Kieran Clinton-Tarestad, global e-commerce manager at Gant. “We wanted to share this knowledge and passion with our consumers and invite them to explore it for themselves online. This is just as much a brand experience as it is product information.”

“Our brand strategy is to bring the Gant experience into all consumer touch points with a focus on digital, and our new online shirt destination is a perfect example of flawless execution by the team,” added Brian Grevy, CMO of Gant.

Since its re-branding in 2015, Gant has targeted a style-conscious consumer with an active lifestyle, adding innovation and technical features to its preppy American sportswear collections, that are always shirt centric. With a focus on authentic communication, innovative products and a passionate attitude, the vision is to become the world’s leading lifestyle brand by 2020.