In general, in cases of relaunches people expect new looks, new collections, a complete re-start. “This relaunch does not primarily relate to the product”, says Björn Gericke, G-lab-founder and managing director. There simply is no need of changes to the DNA of his coats and jackets: The products were mainly clean, pure and unadorned on the outside, whereas the materials on the inside offered a lot of features - water- and windproof, technical high-quality and functionality. The collection will also stay like this in the future. So: What will be new?
The contrast between refined functionality and clean and pure visual appearance will be more emphasized, i.e. worked out, shown and communicated much more precisely than it was in the past. “Right from the start, we had a great product”, Gericke says. G-lab should be clearly visible and noticeable as a premium brand from now on. To achieve this, G-lab will use a new, more distinct picture language, a new logo, that will suit women as well (G-lab offers products for women since 2011 and this part keeps on growing constantly; accordingly, Gericke considers possible, that the share of products for women will increase to 50% of the whole business in the near future). In addition, the website will be reworked, the online shop will be pushed forward, social media channels such as Facebook and Instagram will be fed more intensely.
G-lab’s staffing policy reflects the company’s relaunch plans as well: The team has been strengthened, the positions marketing & brand and product development have been newly introduced; however, the design team still remains the same. “We still want to offer a clean and pure look, not a performance jacket”, Gericke says. “The only feature that we take over from performance wear is functionality.” Therefore, the company starts to source different, lighter fabrics. “When we founded G-lab in 2010 we were focused on details in design, now we are focusing on fabrics”, says the G-lab-founder. The result is: The product becomes more and more elaborated, but in a sophisticated way: Nobody should see the efforts! Will this effort have any impact on the prices? Gericke negates.
Until now Germany is G-lab’s key market, but the company also sells its collection in Canada, Sweden, Austria and Switzerland. Activities in further markets such as UK shall be extended; thus, the Düsseldorf based company joins fairs, e.g. Florence, Copenhagen and London. In addition, Gericke and his distribution team are travelling a lot, because “Business is taking place on the streets”, as Gericke says. “After all sales services are getting more and more important.”