RMO Comms

G-STAR IN BRIEF From its conception in 1989, G-Star has been known for its innovative and cutting edge style in the world of denim. Pushing the boundaries, continuous experimentation, and product development have lead to a strong following worldwide. The rough, rudimentary and RAW characteristics of the brand allow G-Star to maintain its distinct and unorthodox styles. "Just the product" has always been G-Star’s philosophy and market approach. The development of innovative products like RAW Denim, which has had a major influence on the jeans market, was a natural consequence. Since the premiere of RAW Denim in 1996, G-Star has broadened its concept to include a newer, edgier image appealing to all styles, trends and ages, while keeping the product in the purest form. Authentic details and functional attributes give the collection a strong sense of identity. Innovation and perfection of the product are imperative to G-Star. Each season, the jeans-oriented collection serves as the basis of the line, while authentic details and innovative washings are added. The brand has seen multiple breakthroughs in the past few years and continues to reach out to many different markets around the world. The G-Star brand is a style of all times. Futuristic and cautious. Far-reaching and experimental. Alternative and traditional. G-Star is about making eccentric combinations and maintaining authenticity. Never one to follow the crowd. Just the Product. G-STAR INTERNATIONAL G-Star has become a permanent fixture in the denim market. The brand has established itself in 19 countries, (Australia, Austria, Belgium, Brazil, Canada, Denmark, France, Germany, Hong Kong, Italy, Japan, Netherlands, Norway, Spain, Sweden, Switzerland, Turkey, UK, USA) and currently occupies 35 offices and 107 showrooms around the globe. G-Star has an international appeal with 6.503 points of sale in 65 countries world wide and employs more than 895 people with 36 different nationalities. Across every area of the business, innovation is G-Star’s main feature. Centralized in the G-Star headquarters in Amsterdam, an internal marketing and graphics team is responsible for determining the strategic and uniform communications around the G-Star concept. Whether it is in the advertising campaigns, the G-Star Fashion Shows, the collection presentations to the industry or any other form of promotional activity: The product takes center stage. G-Star. Just the Product. G-STAR RETAIL As the demand for the collection continues to grow, G-Star continues to open more G-Star Franchise Stores in key cities throughout the world. Today, more then 250 G-Star Franchise Stores are in operation worldwide, with several more planned for the near future. The look and feel of the G-Star Stores successfully captures the driving design ideals of the brand: rough, stylish, pure, and functional. There is a definite uniformity to the G-Star Stores, which is developed by the G-Star Interior design team. All G-Star Stores allow for the clothing to be showcased most effectively by combining natural materials such as wood, concrete and steel. G-Star strives to showcase denim in its purest form. The consistency allows for consumers to identify strongly with the brand and become familiar with the overall style. The G-Star Retailormade Store Concept ensures a win-win situation for both parties involved in the creation and development of a new business. www.g-star.com