- The Gas brand was established in 1984 in Italy and became renowned for upper class denim fashion. In the 2000s it changed direction but later returned to its denim roots. - Key brand attributes include sensuality, positivity, authenticity, freshness, simplicity, and innovation. - In 2009, Gas had annual revenue of 123 million Euros across owned stores, franchises, and shop-in-shops. Projections for 2015 were 200 million Euros in revenue. - The strategy was to focus on origins, multi-branded stores, and win back European markets. A brand extension into footwear was proposed to mirror the casual, street style of the Gas brand identity.

2. GAS IN THE HISTORY
GAS FOOTWEAR PROJECT

3. • Brand established in 1984 by Grotto family
• Shortly became one of the Italian upper class Denim Brands set against the
Basic American ones
• Later on grew and got very strong and renown
• At the beginning of the new century, changed direction. Some markets didn’t
understand the new course, while the Brand focused on stand-alone distribution
• Eventually and successfully went back to ”the origins” and to the Denim Soul.
In this way it’s winning back markets in the «upper» positioning.
GAS FOOTWEAR PROJECT

4. 25 YEARS OF GAS
GAS FOOTWEAR PROJECT

5. BRAND EQUITY
• Sensuality
• Positivity
• Authenticity
• Freshness
• Simplicity (“Keep it simple”)
• Innovation (up to date vs. fashion)
• Impressive LOGO awareness
Essensual
GAS FOOTWEAR PROJECT

6. GAS TODAY
2009 Revenue: 123 millions Euro
35 GAS OWNED &
OPERATED STORES
75 FRANCHISED
STAND-ALONE STORES
370 SHOP IN SHOP
AND CORNERS
A
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W
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GAS FOOTWEAR PROJECT

7. GAS IN 2015
EXPECTED ANNUAL REVENUE: 200 MILLIONS EURO
GAS FOOTWEAR PROJECT

8. TOOLS / STRATEGY
• Step back to the Origins
• Re-focus also on multi - branded
stores
• Win-Back Center Europe markets
GAS FOOTWEAR PROJECT

9. MARKET ARENA
innovativo
evergreen
fashion
semplice
GAS FOOTWEAR PROJECT

10. GAS FOOTWEAR PROJECT
BRAND EXTENSION
PROJECT

11. VISION
Be the coolest, casual, street & fashion contemporary
shoe line
MISSION
Become a benchmark in the casual shoes industry
GAS FOOTWEAR PROJECT

12. Establish a unique, original, distinctive and “essensual” Shoes Brand Identity
A. To mirror the brand essence
B. TO Stand-out from the crowd and catch consumers’ attention with its
authenticity and originality.
While providing a State of the Art service to Retail and Distribution Partners
GAS FOOTWEAR PROJECT
PRODUCT STRATEGY

13. A group of highly distinctive and iconic shoes is offered to the market in
combination with a more comprehensive and contemporary offer, that grant also an
easy, commercial and fashion approach.
In compliance with the overall mission, also the fashion part of the line must meet
the overall approach to ensure:
A. Innovative/Creative design contents
B. Attention to details
C. Highly perceived Quality
To be commercially interesting but NEVER COMMODITY
GAS FOOTWEAR PROJECT

14. PRODUCTS DNA
To mirror and enhance the GAS Brand equity and comply with our overall
DISTINCTIVE approach to casual shoes market, all our products comply with
precise requirements:
Gentle yet
Casual for guys
Sensual & crisp romanticism
for girls
GAS FOOTWEAR PROJECT

15. Gas® Shoes Collections are meant for both:
- GUYS
GAS FOOTWEAR PROJECT

16. - GIRLS
GAS FOOTWEAR PROJECT