GANT Rugger has always been the cooler, less academia-preppy extension to GANT. Although the line is heavily influenced by GANT, this GANT Rugger A/W '10 collection is definitely more rebellious and rugged.
In the latest lookbook for fall/winter 2010, the focus was on a burly bearded model featured in every shot. Check out the featured gallery to get a glimpse of this GANT Rugger A/W '10 line on this bearded model
Implications - As counter-cultures continue to gain popularity in mainstream media, corporations are integrating popular motifs of this subculture, such as beards and mustaches, into their product lines in the hopes of enticing cutting-edge consumers into buying wares.
Burly Bearded Models
GANT Rugger is Big on Beards in their A/W ‘10 Lookbook
Trend Themes
1. Mainstreaming Counter-cultures - Opportunity for corporations to integrate popular motifs of subcultures into product lines to entice cutting-edge consumers.
2. Bearded Models - Fashion industry turning towards more rugged and rebellious models to showcase their collections.
3. Non-academic Preppy Style - GANT Rugger showcasing a less traditional, more rebellious extension to GANT's traditionally preppy style.
Industry Implications
1. Fashion - Industry turning towards showcasing more rugged and rebellious models.
2. Marketing - Opportunity for marketing efforts to center around counter-cultures gaining popularity among mainstream media.
3. Retail - Opportunity for retailers to expand product lines by integrating popular motifs of subcultures into merchandise offerings.