Glasgow Caledonian University partners with American Sportswear brand to produce Digital Magazine


BA (Hons) International Fashion Branding students present to American Sportswear brand GANT at Glasgow Caledonian University.

On March 7th, Glasgow Caledonian University’s International Fashion Branding students presented their BA (Hons) projects to Global American Sportswear brand GANT. The panel of judges included course leaders at GCU, Aileen Stewart and Cara Connell as well as GANT representatives including Gemma Bamford, E-Commerce Manager, Thomas Grahame GANT’s Glasgow Store Manager and Forever Yours Betty, Scottish Fashion & Lifestyle Blogger.

The aim of the project was to develop the students understanding of the ‘real world’ with regards to effectively managing and implementing a communication strategy at an international brand level to both existing and also potential new customers. This is GANT’s first project working with a University in the U.K. as a part of the brands credo ‘Never Stop Learning’.

With this in mind, the final year students were briefed to produce a digital brand magazine that not only showcases GANT’s latest collection but one that tells a story relevant to the brand in line with a new global communication campaign, increasing consumer awareness and engagement.

GANT’s commitment to include ‘Never Stop Learning’ in all that the brand undertakes builds the foundation of the project with GCU and fully encompasses the spirit of this by supporting self-development and the continual endeavor to learn and improve each day, supporting the young talent in Scotland and offering an exciting opportunity that allows students first hand industry experience.

Since the launch of the project in early October the students have been working in 15 teams to research and investigate the GANT brand by considering the brand’s strategic position in the market and its potential for growth. From this, the students have been devising and creating new communication strategies for the GANT brand.

As part of this the GCU students have collaborated with Photography students from the City of Glasgow College on styled fashion shoots, with the imagery being used as part of new social media campaign. This has involved a significant amount of work for the students from researching, analysing, styling and resourcing for the completion of the ‘Digital Brand Magazine’.

Aileen Stewart, the programme leader commented saying:

‘We’re thrilled to be working with GANT on an innovative and exciting project that has given our students hands on experience of creating a real-world campaign for a leading brand. The prize, an opportunity to work alongside Gant’s incredible team via an internship programme at the UK head office – will offer them an invaluable, immersive experience.’

The group of students with the best concept and presentation will win a £500 voucher to spend at as well as internship opportunities at GANT’s head office in London. The winning team will be announced at the GCU Fashion Showcase taking place in May 2018.