The Rise and Rise of Ganni

Ganni has managed to differentiate itself from other fashion brands on the market exceptionally successfully over the last few decades. Their sustainable and ethical positioning seemingly holding them above any other fashion business on this scale, luxury or high street. This has led them to finding success in the bridge/mid-tier level, which is a position that has seen the fall of so many brands (Calvin Klein or Michael Kors) so what is their secret?
Beauty Channel: / @underskinyt
Patreon: patreon.com/understitch

[@ooblecki]

I had very little interest or knowledge in the fashion industry until these videos. Your story-telling, visuals and educational style makes these videos so fun to watch. One of the few channels that I watch as soon as I see the notification.

[@understitchYT]

Oh gosh what an incredible comment, thank you so much, Im genuinely so touched 😭

[@gyganmag]

I feel the same way about your underskin channel too 🎉🎉🎉

[@simmyjester]

*Thank you* for explaining what "bridge" means in this context. I was a salesperson at a department store in Florida and the fanciest stuff we sold was the "Bridge" department and my fashion-clueless ass had no idea why. (I turned out to be good at helping people find what they were looking for if they had something specific in mind, but very bad at talking people into buying stuff they didn't want or stealing other workers' sales, so I didn't last long.)

[@understitchYT]

Im glad that I helped you understand so long after it was helpful 😂😂 Did you enjoy working there at least?

[@simmyjester]

@@understitchYT I made some good friends and some of the customers were fun, and I enjoyed organizing things (especially when I was in the [costume] jewelry department), but the amount of sales we were expected to do to not get fired/keep our current pay/get a raise were really stressful, and I just wasn't cut out for it. (I'm a pharmacy tech at a large central fill pharmacy now and I love not having to sell anything or even deal with customers/patients.)

[@Mal1050E]

It’s amazing and inspiring how this brand has been around for ages and you really have to work and work and almost wait for the perfect timing for what your doing to enter the ‘mainstream’ - silly me always thought that Ganni was like a few years old !!!!

[@understitchYT]

You really hit the nail on the head, sometimes there’s just the right timing for a creative endeavour. There is a book called the creative act, that puts this down to ideas just coming into the zeitgeist at the same time, and explain how products can be made really similar from different brands as a result, and I thought that was really interesting

[@Mal1050E]

@@understitchYT I’ll have a look at this book - thank you ….. omg understitch reading list plz haha

[@petitewhimsies]

Hello! With your storytelling and research, it would be interesting to see a Victoria Beckham rise and fall. Love your videos 💜

[@alexuemura2353]

Fall? I thought they were making a comeback

[@petitewhimsies]

@@alexuemura2353 The last news I heard of was that David was injecting money from his other successful businesses to VB brand, and wanted to price down all. I believe this happened last year, so I am not that up to date. I think the history behind it must be interesting.

[@rxlfe7177]

Yes please.

[@understitchYT]

I would actually love to do VB, always thought it was very interesting. I mention the brand in an upcoming Phoebe Philo video, but it definitey needs to be a studied brand

[@gajananvelupillai2220]

@@understitchYTI’m

[@arehoneb]

I've been aware of Ganni in the last year, love their brand and their pieces

[@understitchYT]

The profile has dramatically increased in the last year, that’s for sure

[@saywink]

Your channel is so interesting and helpful for me. I knew nothing about the makeup of a fashion house and what business strategy worked and didn't. You explain the why and the how which is important for my own business. I am a reseller, so I need to understand why people like certain brands and why they don't. Learning the history of all the historical brands as well as the up and coming ones is so valuable to me when I source. I actually listen to your videos in the background while I am doing my daily tasks and its informative even when I can't watch. I thank you for your passion and effort behind your videos.

[@understitchYT]

Im so glad to be helpful to you! Its not always been easy to find this much information on brands and designers so Im very glad to be part of making that kind of information available

[@essiedaisy]

A good video, but a bit disapointed there wasn't more analysis of Ganni's evolving style and signature looks, which based on your video, do appear to have changed over time (having started off a lot more plain, compared to the adventurous styles they are known for today). Would have been nice to have more detail and exploration of the 1930s/40s and 80s influences on their looks (e.g., the wide oversized collars, and jagged collars) which have been highly influential. Ditto the trends they have set re platform stompy boots, cowboy boots and use of leopard print.

[@understitchYT]

I certainly focused more on the business side for this video, thats certainly true, sorry to disappoint

[@stellatomeckova7363]

Heyy, thanks for such an enjoyable and enriching video! Moving to Copenhagen not so long ago and passing the Ganni flagship almost daily, this definitely helped me a lot to understand the brand better and appreciate it even more. I’d also love to casually mention that a video on Acne Studios would be treat and something I’d absolutely love to watch, speaking of bridge and Scandinavian fashion brands :) (And to react on your remark in the comments on this video not performing super well, I can vow to watch an Acne one as many times as I can and distribute it amongst my fashion-loving friends to help it perform;))

[@understitchYT]

Im glad you enjoyed the video, I know I definitely want to do an Acne Studios video in the future so Im glad youll be there when I do 🥰

[@markbieraugel8217]

Such an smart and great video essay on Ganni. I learned so much about the firm. Thank you!

[@understitchYT]

Im so glad, thank you for commenting to let me know 🙌

[@kashishkukreja5904]

I would love to see one for the NYC brand Bode, its truly interesting to see how far they have bought the upcycled vintage homespun craftsmanship into menswear, how will they grow and move forward with their womenswear now will be interesting to see

[@understitchYT]

I almost did bode for this upcoming fashion week, but opted for a different brand in the end. But I agree that theyre fascinating

[@kashishkukreja5904]

@@understitchYT hope you cover it in future videos

[@prodzane]

i've worn my pair of ganni city boots almost everyday for the past year since i got them for only $16 brand new and they are absolutely amazing. they go with everypair of pants i own and have held up great

[@understitchYT]

oh my gosh $16?? how???

[@prodzane]

@@understitchYT we had an extremely large sale at my job due to oversupply from all the shipments that got delayed by Covid arriving all at once

[@EvieDorisAbbott-l3f]

Would love to see something like this on damson madder, especially since they seem to have come out of no where and have a very similar style to ganni ! x

[@wechwech695]

One of my fav brands 🤩

[@understitchYT]

You have good taste 🙌

[@bye3847]

Beautifully done! I have a suggestion; would you be willing to consider doing a video about Staud? I’ve noticed them being on the higher end (in terms of price) but from what I know the quality is really excellent. Amazingly done once again! ❤️❤️

[@understitchYT]

Honestly I would love to, but this video has a performed in the way that I had hoped it would, so it gives me pause about doing more accessible brands. I need to experiment with it more to see, but until I get a larger following, a larger Patreon group or some kind of income diversification, I have to play a lot to the algorithm unfortunately. I'll experiment though, they're certainly on my list

[@bye3847]

@@understitchYT I can only imagine the number of hours you’ve got to put into each video. I’ve been here for a while now and I’m so happy to see not just the quality of your videos go up, but the engagement that you continue to uphold with viewers. It’s such a lovely and refreshing change compared to other content creators. I hope you continue to make video essays like this one and hopefully find a way to make some profit out of it too! ❤️

[@FlyingSnow1509]

Low key luxury brand of today… ☺️😄 Thank you, brilliant as always)

[@understitchYT]

Id consider them to be a luxury of sorts, maybe not high luxury, but still at a decent price point

[@AnthonyRogersnvp]

I would love to see a Rise and Fall of Everlane!

[@silverdove9911]

THIS

[@understitchYT]

I think this is a great idea, but Im nervous to do another accessible brand because this video isnt performing very well atm. But maybe in the future

[@AnthonyRogersnvp]

@@understitchYT Fair!! I found this video super insightful or someone on fire like Sandy Liang!

[@ceramicfrog1]

​@@understitchYTPlease don't go that rout where the wiews tell you what you should do, there will always be peaple who are interested in anything you upload and will watch. 🤞

[@scpatl4now]

I'm wondering what you think of the sale of Michael Kors, Versace and Jimmy Choo to Tapestry for 8.5 billion USD? It was just announced today I believe.

[@understitchYT]

Oh FASCINATING!! I think its so interesting that we are STILL in the era of acquisitions started in the late 90s. The idea of it all becoming an oligarchy is so interesting. It will make it impossible for small brands and for people like me who make content about it, we will also be stuck to covering these brands too. Its getting to a dangerous level now, only a very small handful of companies are independent now and its becoming a requirement to be bought out now in order to keep making money and I really hate its got to that

[@scpatl4now]

@@understitchYT I wonder at what point does this start to rattle the anti trust cage

[@annatwelve]

loveeee your videos, as always!

[@understitchYT]

Thank you so much!

[@Makeupsokayy]

Yes I’m loving Ganni, great introductory prices

[@understitchYT]

And ethically i feel so confident about them

[@jaggcalgary.7938]

I admit to watching very little of this video and I’m here mostly to say this brand is subpar. Designs are lovely and I just bought a summer dress of theirs from a high end department store (online). I sent it back. The bodice of the dress was sewn in unevenly, the hem was crooked and seams rippling. Even one of these defects shouldn’t be present in a $650.00 dress. So little care was taken in sewing the dress that I could only think that it was probably made in a sweatshop in which each item has a maximum construction time limit of 6 minutes. I wouldn’t accept that in a $100.00 dress much less $650.00. The last Ganni dress I bought didn’t have obvious visual defects like this but started falling apart after wearing it a few times. I’m out, no more Ganni for me.

[@understitchYT]

Oh, that’s a real shame to hear, what a disappointment

[@gordonw4542]

Hi understitch, There are some of the possible reasons there are no chinese buyer for their company Ginni. They do their runway show in Copenhagen which is the capital of Denmark not the prestige of Paris. Second, The lack of recognize talisman of good taste and good judgement. An excellent Logo is needed. this help customers to bond with the brand offering. Finally a uniquely make and design handbag. This will allow the wife of the rich buyer to gain face for; She can bragged how smart her husband while wearing the bag. This is not all but it is the start. Cheers

[@understitchYT]

I agree with every point you made 🙌

[@MsFreespirit66]

GREAT JOB ,AS USUAL !!!

[@understitchYT]

Thank you so much 🙌

[@hagfish_]

What website are you using for the 'accounting & key figures' at 0:21 ? That seems like a great website to learn about companies.

[@understitchYT]

I’m out the house now, so I can’t check my history, but there is a website for Danish companies and it registers basic information on them. If you put anything from that page and put it into quotation marks into Google, you should be able to find it.

[@avikorbman2691]

Love Ganni!

[@understitchYT]

Such an interesting brand/company

[@loganyuhas6028]

I hope ganni does menswear because I think it would kill!!

[@understitchYT]

Oh it really would, and itd be interesting to see a competitor to Cos come up for men

[@Americansikkunt]

Ugh….What a nightmare. Imagine championing “transparency” and “environmentally friendly” fashion, or whatever, only to chained to that position forever. “We are sustainable, we swear!” -GANNI It says a lot of the fashion industry‘s authoritarian adherence to such ideologies….

[@understitchYT]

Thats a really good point and it really hit me in this SS24 show that they must be very chained to be the sustainable brand. Since that 2019 controversy, its grown more and more to be the entire identity of the brand, but the issue with that is, all they need is one controversy and their entire authenticity is ruined

[@asc642]

You should do a video of Save the Duck and Staud

[@understitchYT]

Tbh i hadnt heard of STDuck before, but they look really interesting

[@britneydaniels6294]

Love Ganni! Can you do Tibi?

[@understitchYT]

I was considering other mid level brands, but this video hasnt performed as well as I had hoped so Im a bit worried about it, though I suppose I cant judge it on one singular video 😂

[@britneydaniels6294]

@@understitchYT yeah i get it lol. Your content is super informative and well researched and cited. As a fashion nerd this is much appreciated!❤️

[@duskyrose23]

Buying a white tshirt with 95-120€ with a logo , does not sustain my pocket :(. Please make one about Gianni Versace and his legacy , if it is not too much I can ask. Thank you!

[@understitchYT]

I 100% want to do a video on Versace the brand and then eventually one on his life as well. The life videos are my most researched videos and Im about 6 months into researching for my McQueen video, so it may be a while, but Ill get there!

[@duskyrose23]

keep up the good work! hope to see it soon on YT@@understitchYT

[@meremstitches]

❤❤❤ from 🇳🇬

[@understitchYT]

💖💖💖

[@swegkilla2015]

Can you do a video on dsquared

[@understitchYT]

I would love to actually, I think they’re really interesting brand and they’ve had a great revival recently

[@christchrist93]

The Rise and Fall of Christian Lacroix

[@understitchYT]

Its in my plans 🙊

[@Carroty_Peg]

Catwalk models just ain't what they used to be! Love your vids tho

[@understitchYT]

Theres not a lot of fun on the catwalk any more, I think its partially because we are in limbo as to what the luxury market is, what their role is, their perspective. I miss the times of old Todd Oldham and Viv Westwood shows where the models would be like actors, but I know we are in a swing of hype with little substance atm, so I dont know how it would come across, if it would come across as gimmicky. Tho personally I think KidSuper is doing fun catwalks well and I wish they bring it back to Moschino too

[@bzztthundaa]

❤❤❤

[@understitchYT]

💖💖💖

[@sevenofnine2233]

Ganni is unfortunately producing more and more polyester and being manufactured in China.

[@understitchYT]

Yeah I heard

[@GDLP9603]

Nicolaj is pronounced Nikolai

[@understitchYT]

Oh thank you! As you can tell I read the name 😂

[@Viviano_Magami]

Unfortunately, their quality is bad.. they're more fast fashion designer label

[@understitchYT]

The quality in relation to their humanity and price point is reasonable though. Youd be surprised how many corners other companies cut in pursuit of profits

[@ftknmlo]

ganni is def falling rn

[@understitchYT]

Why you think so? The increased use of plastics?