Gildan unveils new line of underwear, men’s pants
Gildans underwear, mens padded underwear, and men’s shorts have been announced as part of a major push to boost the company’s fortunes in the US.
Gildan is currently in the midst of a massive $30bn (£18bn) turnaround, with the US looking set to become the world’s biggest underwear market by 2020, after accounting for a quarter of the global market.
But despite being one of the most popular brands in the world, the US is far from a top-tier market for Gildann, with US apparel giant Zara struggling to find a buyer.
The company has been investing heavily in the UK and its European markets, but it is now seeking to add more US products to its offerings, with a new line expected to be launched by the end of this year.
Gainst Gildand, a subsidiary of the Italian brand Gildanz, will be the first new line to be unveiled in the coming months, and it will be available in a range of different sizes, from the $150 Gildano men’s shirt to the $100 Gildanos men’s jacket.
The new line is expected to appeal to both men and women, with Gildanes shorts offering a range from a basic cotton to cotton-blend versions.
It is expected that the men’s line will be cheaper than its predecessor, the $70 Gildane men’s jersey, but will be more comfortable to wear, while the women’s line could offer a more casual option.
Gift-card maker Zara has been pushing for more female-friendly options for its underwear since the early 1990s, when the company introduced the “Women’s Underwear” collection in its women’s range.
Since then, the company has grown to become a global powerhouse with more than 40 million subscribers and is also one of Gildanas biggest clients, with $100m worth of merchandise delivered to its stores.
Gladys Vella, an analyst at Euromonitor, said Gildon’s efforts to boost its US brand will make its products even more attractive to consumers in the future.
“Gildon has shown a keen interest in the emerging American market, but also has an interest in maintaining its global brand,” she said.
“There is a sense of optimism in the market that the new line will improve the brand image, and help to diversify its portfolio.”