Recently, Gabbiano creative director Ebubekir Aksu and designer Filip van de Bruinhorst stopped by FashionUnited’s headquarters to talk all things Gabbiano. What emerged was a strong picture of Gabbiano’s wholesale strategy, and the role the FW24 collection plays in their approach.
Different cultures, lifestyles and travel destinations are always the starting point for the collections of Dutch urban lifestyle brand Gabbiano. This is also the case in the latest Fall/Winter 2024 collection, which has recently become available at select retailers. For this collection ‘Nordic Blueprint’, Gabbiano draws inspiration from the versatile city of Copenhagen and the conscious lifestyle of its inhabitants and the modern architecture that houses them.
Gabbiano FW24: a step forward in B2B strategy
‘Nordic Blueprint’ shows Gabbiano’s broader brand strategy for 2024 and beyond by strongly emphasizing the brand’s core values and identity. Gabbiano’s slogan ‘Confidence in reach’ remains the basis of this strategy; they continue to design the collections in such a way that the Gabbiano man can dress carefree and look good in any setting. With the collection, Gabbiano has chosen to offer a wide variety of styles, product groups and materials, including expanding the accessories package, to create an even more complete look. This diversity reflects the ambition to design versatile and high-quality fashion that is both timeless and modern. The broader aim of the brand strategy is to position Gabbiano as a brand that stands for craftsmanship, quality and style. By integrating a wide range of textures, patterns and designs in this collection, Gabbiano clearly shows what they have to offer, and what they are good at.
Retailer and merchandising support
The ‘Nordic Blueprint’ collection offers promising opportunities for retailers looking for a dynamic and versatile line. Focusing on the modern man and inspired by the Scandinavian lifestyle, this collection is not only aesthetically pleasing but also strategically positioned to tap into the growing demand for high-quality, layered fashion.
Gabbiano has set up an extensive support program to help retailers successfully launch the FW24 collection. The media kit, with campaign images and videos, is available to all retail partners and can be freely used for marketing activities. The use of Itsperfect, a system that ensures fast and efficient order processing and processes, makes it easier for retailers to integrate the collection into their stores. Gabbiano also uses Fashion Cloud, an all-in-one platform for multiple purposes, which allows for tracking sell-through figures and sales analysis, among other things. In addition, POS materials are provided that match Gabbiano’s brand image, allowing the collection to be presented optimally.
Unique designs and silhouettes The collection is built around a dynamic range of looks and materials. From thick melange knits to refined jacquards and modern checks, this collection offers a wide range of styles that allow retailers to offer a diverse product mix. The carefully chosen colour palettes – ranging from mauve and khaki brown to ecru and navy – create a cohesive look that is easy to integrate into the retailer’s existing stock. ‘Nordic Blueprint’ is designed with versatility in mind, for retailers who want to enrich their offer with products that are both timeless and on-trend.
Internationalisation and distribution Gabbiano’s further internationalisation has already started with important steps in Belgium and Germany. With agents in various countries and a showroom in Belgium, the brand is better positioned to offer future collections to a wider audience. This expansion will optimise the distribution of the collection, by using local knowledge and networks. The focus is on the DACH region, where Gabbiano works together with experienced partners to take the brand to the next level.
With the FW24 ‘Nordic Blueprint’ collection, Gabbiano not only demonstrates their craftsmanship and vision for the future, but also lays a solid foundation for enhanced collaborations with retailers in the years to come.
FW24 campaign video
