BRAND AUDIT: GENERAL PANTS & UNIVERSAL STORE

This week I’m posting the process of one of my class Brand Management at uni. The two brands that group chose to do are General Pants and Universal Store.

General Pants Logo
General Pants Logo

General Pants Co is owned by Billabong International. Billabong was founded in the Gold Coast, Queensland, Australia in 1973 by Gordon Merchant. At first, he designed and created board shorts at his home and then sold them to local surf shops. Surfers soon realized the durability of Merchant’s shorts that was the result of his triple-stitching technique. Merchant understood that his company needed to expand to achieve success, so Billabong started to sponsor contests, which increased the public’s awareness of Merchant’s products and the company expanded.

Brand Assets

 

Brand Items

 

General Pants do not sell or make any of their own products. They import products from other manufacturers and then re-sell them in their stores.

genaral pants brand

Uniforms

 

The staff at general pants do not have uniforms. Although they have to wear the clothes that are sold in the store to advertise the products in store.

 

Signage
Big Sign outside on the glass and the hanging from the ceiling to indicate where the shop is. Inside the signs were in fluro colours so they would stand out from everything else.

General Pants Store
General Pants Store

Social Media

#GIVEPEACE: The campaign involved renaming of storefronts, online and social channel to “General Peace Co.”, fundraising for charity with limited edition “Give Peace” tees designed by leading brands store and social media campaign supported by Australian and international celebrities.

The retailer aims to spread a message of peace to the world and raise funds through the sale of “Give Peace” t-shirt range with 100% of proceed going to Save the Children Australia and Osis Youth Support Network.

In order to spread the message far and wide a celebrity collection of ambassadors have also volunteered to share images of themselves with the #GIVEPEACE massage and encourage their followers to buy a “Give Peace” tee or donate. Moreove, anyone who shares the #GIVEPEACE message on their social media will receive 15% off their purchases at the store.

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Tinder: General pants Tinder apps messaging feature to send a push notification inviting users to ‘get in my pants’. The clothing retailer is one of the first ads in Aus to adopt Tinder as an ads platform and is using the activity to drive traffic to its stores and is offering 20% to any customer who shows their Tinder profile.

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Universal Store Logo
Universal Store Logo

Coming from a background in fashion through his grandfather Josephson began by renting store space in major malls and shopping centres which is where his dream for a streetwear company that was non surf focused. Thus the first Universal Store opened in QLD at Carindale in July 1999 which was quickly followed by the landmark Valley store on the corner of Ann and Brunswick Streets.

Brand Assets

Large signage at the front of the store. The staff don’t wear uniforms but carry staff cards on a branded lanyard.

Universal Store CBD
Universal Store CBD

The Universal Store also sell a small selection of their own self branded products.

unversal store brands
unversal store brands

Social Media

The Universal Store media platforms are both successful and user friendly. They use four main platforms, Facebook, the Universal Website, Instagram and Twitter.  On their website they have links to their other platforms and on Instagram they have a link to the website.

universal store website
universal store website

The Universal Store website was easy to navigate and use. The home page was filled with black and white photographs of models modelling outfits as well as big bold writing across the front saying MID YEAR SALE, UP TO 50% OFF. To the side of the page they have a live chat, this is helpful if you have any questions or enquiries, they answer almost immediately. The website contains a Contact Us page and and a Find a Store page which is helpful for people to easily navigate where they are located. You can also sign up for exclusive offers which allows emails to be sent to you regularly updating, letting you know what’s happening. The website is very minimal and has an inviting feel to it.

Universal Store Instagram
Universal Store Instagram

Universal Store also has an Instagram page where they post photographs of outfits regularly promoting and advertising sales and new items. Their page is very clean and minimal, with white borders which appeals to a ‘hipster’ audience as well as fashion and design bloggers. They are now sitting on an increasing 40k followers and use Instagram majorly for marketing. Similarly Facebook is used to promote and advertise their store, also very clean and easy to navigate.

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