Hasta La Creative!

Gildan, a wholesale apparel manufacturer, is making strides toward becoming a retail clothier in its own right. The brand, which broke into the retail market in 2011, went up against Hanes and Fruit of the Loom in the men’s underwear space and is preparing to take on Victoria’s Secret and Maidenform in the women’s category.

The company is trying to shake up apparel markets that haven’t had a lot of new competition by building its products and campaigns around millennials. Its apparel lines, including t-shirts, underwear, hoodies and activewear, are designed to fit consumers aged 22 to 35. Its marketing is geared toward that same cohort.

“The fun had been taken out of the business,” said Rob Packard, VP-marketing and merchandising at Gildan. “We are trying to put some of the memorability back in.”

Continue reading at AdAge.com