Garcia

Dutch jeans and casualwear brand Garcia has been around for more than 25 years. Although now available in some ten countries, its home market remains vitally important. Over the years, however, the quality of the channels through which its products were distributed had declined and that had had a negative impact upon average revenues and the brand image.

Case:
Starting with a series of product, brand positioning and distribution workshops, Wellcreative developed a new positioning and identity for the brand. Based upon them, the Styling Department at Garcia set about adding more structure and a clear design signature to the collections. Wellcreative also devised a strategy to improve the quality of distribution and to expand it across Europe.
A range of strategic communications was produced to bring new retailers on board. The result: an increase in turnover amounting to several dozen per cent. Wellcreative was also responsible for the development of a new website and several stands for trade shows. Garcia is now growing steadily and opening branded stores in a number of countries.