FASHION students at Glasgow Caledonian University have teamed up with Swedish-owned clothing brand Gant to produce a branded digital magazine.
The aim of the Glasgow Caledonian University (GCU) project, which was launched earlier this month and will run until March 2018, is to develop students’ real world experience.
Gant is also running a competition on campus. GCU students, in collaboration with City of Glasgow College photography students, have been briefed to manage and implement a communication strategy for the brand, as a means of brainstorming a growth plan.
The winning group will receive a £500 gift voucher and internships at Gant’s London office.
Programme leader Aileen Stewart said: “Staff are very excited by the project and are very much looking forward to viewing the end results of all the students hard work.”
Leading the project, Glasgow’s Gant flagship store manager Thomas Graham wants the magazine to showcase Gant’s latest collection but also tell stories relevant to the brand, standing in line with its latest communication drive. The activation has been integrated into the coursework of final year International Fashion Branding students.
The undergraduate International Fashion Branding programme at GCU offers students insight into the fashion industry from both a traditional and digital format.
Students gain an understanding of fashion branding through product and brand development, promotion, fashion buying, visual merchandising and digital branding.
In the final year of the course, students develop strategic knowledge and application of fashion brand strategy and communication in an international context.
Gant clothing originally focused on shirt making for university students and has since become global under the leadership of three Swedish entrepreneurs.
Students on the course take part in industry-linked projects from second year.
Over the years the students have worked with companies such as 18 Montrose, M&Co, Johnstons of Elgin, Strathberry of Scotland, Schuh and Cortefiel.
For final year students this has involved a review of the company’s brand offering and generating in-depth communication strategies, with a final presentation to both teaching staff and the industry project provider.
This connection to industry aims to offer the students an insight into the ‘real world’ of the fashion industry and prepares them for employment in many areas of the industry.
Gant originally focused on bringing button-down shirts to the mass market when it was founded in 1949.
Since then it has become a global brand under the leadership of three Swedish entrepreneurs.
Gant started out by making shirts for Ivy League university students, which influenced its brand slogan ‘never stop learning.’
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