Comments on: Launching the Gildan Brand

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By: David H

David H — Tue, 22 Jan 2013 14:08:22 +0000

This is not going to end well. I can see how Gildan might be confident – two other brands have recently launched and become ginormous with nothing but a t-shirt to begin with: Under Armour and American Apparel. But these brands had an actual benefit. Under Armour purportedly had a performance benefit from their compression fabric. American Apparel brought high quality, good fit and panache to a undifferentiated category. BUT, as Prof Calkins points out, there is no benefit in this ad, no “there” there. Who knows, maybe they have some great new products coming. I hope so. Because the schlubby kind of guy portrayed in this ad does not seem like the type to care about the brand of a generic t-shirt or sweatshirt.

By: Amit Agarwal

Amit Agarwal — Fri, 18 Jan 2013 13:26:23 +0000

Professor Caulkins: I agree that the ads and Gildan’s story will be an interesting one to watch. My belief is Gildan, a brand that seems like it has been around forever, will need to do much more than some advertising to rebrand itself as a differentiated product, but this might just be phase I of their plan.