Dive Brief:
- Apparel wholesaler Gildan is accelerating its push into the retail market, which it entered in 2013 with a line of men’s underwear and a Super Bowl ad placement.
- Targeting millennials aged 22-35 with t-shirts, underwear, hoodies and activewear, the brand has already won 7% of the U.S. men’s underwear market, according to the company.
- Gildan is amping up its brand advertising with new spots featuring Blake Shelton and a push into women’s basics with online placements at fashion and mom’s sites.
Dive Insight:
Targeting millennials with its clothing lines, apparel wholesaler Gildan is preparing to push further into U.S. retail markets by emphasizing the fun moments in life. Gildan’s brand is already recognized by consumers as the foundation garment for many souvenir T-shirts, and a new campaign aims to emphasize those memories.
Gildan’s 2013 Super Bowl spot, for example, showed a young man trying to retrieve his t-shirt following a one-night stand. Two new spots will feature country music star Blake Shelton promoting Gildan socks. The company is also running a television spot aimed at women, promoting its sustainably-produced basics on fashion and other female-centric websites.