Gio Goi

Gio Goi is a brand that know a thing or two about building a powerful image – something that's increasingly important in the current economic climate.

Gio Goi is a strong designer label that realises marketing is not a budget to cut when it comes to surviving the recession. Often, when times are tight, it's the marketing department that gets the chop, but for designer labels, manufacturing a powerful image and allure is crucial to the brand's durability. Strengthening brand image is the priority for designer labels. Global brand experts are urging companies not to make short shot-gun cuts that could lead to 'long-term pain'. Brands like Gio Goi need to actually up their marketing spend to ensure they come out top when the recession does end. A show of strength is also a powerful psychological move in a recession, inspiring trust across the board.

Designer Brands Get Focused

Brands that have a heritage, like Lacoste, are in a powerful position because they have a strong presence in consumer's minds. And Gio Goi makes the most of its streetwear and musical heritage in its campaigns. Gio Goi's PR and marketing manager Jami Speck told the press: "You see some brands marketing themselves in an area that has no relevance to what they’ve done in the past as they try to buy into a culture." The Gio Goi approach is not to be didactic but have a two-way conversation with their target market. "...Young people don’t like being told what they should wear. It’s about interacting with them, not shoving marketing down their throats." Gio Goi has said that during the recession, they have done more above the line advertising, not less. If anything, the economic downturn is simply strengthening brands that are already strong, by forcing them to focus on what their brand really means. Marketing experts believe that with the right advertising and marketing approach, fashion brands like Gio Goi can turn 'a retreat into an advance'.

The Gio Goi Brand

Gio Goi has its roots in the Manchester music scene, and as such have always been embraced by musicians who embody a certain individuality and rebelliousness. The most famous celebrity endorsement for Gio Goi came from Pete Doherty, the famous 'junkie' turned fashion designer for the Gio Goi label. Add to that mix the likes of Liam Gallagher who has modelled the Gio Goi brand, it's not surprising that it is the musical links the brand works on, recently becoming the brand name for London's hottest musical festival, Loaded in the Park.

http://www.footasylum.com/Gio-Goi-%E2%80%93-Being-Image-Conscious-AGioGoiConscious/  Gio Goi – Being Image Conscious accessed March 1, 2011

(JOELY)