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Team Members:

Gracie Llewellyn-Collyer
Rubee Eid
Annabelle Woolman
Jessica Hammond

Keywords

• Lifestyle Brand Expansion
• #GANNIgirl Evolution
• Omnichannel Enhancement

Summary

GANNI’s brand identity is rooted in its Scandi community driven marketing, embodied by the #GANNIgirl, yet this youthful positioning risks misalignment with an ageing consumer base. This tension intersects with GANNI’s lack of product diversification, in which success is dependent on longterm consumer loyalty and credible value alignment. Our research identifies challenges, including limited physical retail reach, overreliance on wholesale distribution, and shifting consumer expectations around identity and responsibility. In response, five strategic recommendations support the launch of a GANNI lifestyle range. This introduces the #GrowingWithGANNI concept alongside a complementary kidswear and homeware line, to retain maturing consumers exploring self expression within the home, and to strengthen longterm community engagement