Gill invests in business revamp to bolster growth plans

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Gill unveiled its 5-year growth plan for its apparel and products, including a new logo and creative direction for its products, marketing collateral and website.

The company says it’s investing heavily in reinvigorating all of its business processes by setting out a new in-store and online retail look and feel. Alongside the announced changes, Gill plans to release its latest season range of garments.

This new approach is part of the brand’s five-year growth plan – the first phase of the plan started in early 2018 with the acquisition of Gill North America, the U.S. distributor of 35 years.

While the new creative direction seeks to strengthen Gill’s current brand position within the fishing apparel market, the refresh is also designed to “change perceptions” and increase appeal among new audiences while maintaining its core base.

“The brand refresh is part of our long-term strategy to grow the business. We’ve been working towards this new look for the last few years as it starts with product development which is two years ahead of product hitting retail,” said CEO Jamie Tunniclife in a statement. “We’ve also made a significant investment in our digital presence, both creatively and through our e-commerce platform, to offer a better consumer shopping experience.”

“We want the best pros and athletes in the world to be wearing our product, that’s imperative, but I’d also like to think my next-door neighbor would want to wear our clothing when they’re out on coastal walks or enjoying an active outdoor life,” said marketing head Sally Streeting. “It’s not just about staying relevant to our loyal brand followers, but building trust with people outside of the marine market who may not have known about Gill before now.”

Streeting emphasized that the rebranding isn’t simply a logo change, but across the board from how the company looks to how it talks to its customers.

“It’s a very different Gill to the one that’s gone before, one that is definitely much braver and bolder and why not, our product is better than ever, so it deserves marketing support to match,” said Streeting.

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