Vision, integration and execution

While fashion chains have the edge over their independent cousins in terms of economic might and bargaining power, their very size often presents its own challenges. This is particularly evident when it is charged with ensuring a clear branding vision that integrates across all areas of their businesses and can be executed effectively across every store of the chain.
Positioned as a youth label with a surf and streetwear edge, this year's winner in the chains category - The General Pants Company - has a clearly defined vision of its target customer that informs every aspect of its business.
Marketing and promotions is one example of this. Moving away from traditional advertising channels, General Pants the company has created a community around General Pants the brand, through music and club style events, an unconventional advertising campaign and a commitment to charity and community initiatives related to key issues for its target market.
The acid test for many retailers is in the stores themselves - often a chain with a great branding proposition is let down by poor execution and customer service at store level - but General Pants stores passed this test with flying colours.
Stores were well laid out, with a broad selection of labels and style options offered and plenty of staff on hand, resulting in a positive first impression of youth, energy and confidence.
There was also ample opportunity for browsing, through the use of diverse areas of interest and innovative merchandising ideas - one store boasted hand painted murals while another used a dry cleaners rotating rack to display product.
In addition, staff at all the outlets visited were relaxed, friendly and enthusiastic, displaying high levels of product knowledge and an eagerness to provide quality customer service. This was in no doubt thanks to General Pants' formal training scheme and a flat management structure designed to give staff a strong sense of job ownership.
General Pants clearly has a well-positioned product and a great advertising strategy, but it also understood that these make little sense if customers are not enticed to spend their time - and hopefully money - in the stores themselves.
Moreover, the company has taken this understanding a step further, ensuring that, while the stores are a defining point of contact for consumers, they are simply the starting point of a binding relationship between consumers, staff and the General Pants brand.