GANT is a virtual organization where Pyramid Sportswear AB employs fewer than ten people at the core but contracts with various partners like designers, manufacturers, retailers, and marketers to create and distribute the GANT clothing brand. Pyramid closely monitors sales, inventory, and trends through databases to coordinate the flexible network of partners and quickly react to market changes by adjusting which designers, photographers, manufacturers it works with as needs evolve.
GANT is a virtual organization where Pyramid Sportswear AB employs fewer than ten people at the core but contracts with various partners like designers, manufacturers, retailers, and marketers to create and distribute the GANT clothing brand. Pyramid closely monitors sales, inventory, and trends through databases to coordinate the flexible network of partners and quickly react to market changes by adjusting which designers, photographers, manufacturers it works with as needs evolve.
GANT is a virtual organization where Pyramid Sportswear AB employs fewer than ten people at the core but contracts with various partners like designers, manufacturers, retailers, and marketers to create and distribute the GANT clothing brand. Pyramid closely monitors sales, inventory, and trends through databases to coordinate the flexible network of partners and quickly react to market changes by adjusting which designers, photographers, manufacturers it works with as needs evolve.
GANT is a virtual organization where Pyramid Sportswear AB employs fewer than ten people at the core but contracts with various partners like designers, manufacturers, retailers, and marketers to create and distribute the GANT clothing brand. Pyramid closely monitors sales, inventory, and trends through databases to coordinate the flexible network of partners and quickly react to market changes by adjusting which designers, photographers, manufacturers it works with as needs evolve.
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GANT: creating value across a virtual network
A good example of a virtual organisation is the Swedish clothing brand GAnT. At
the centre of the network is Pyramid Sportswear AB, which directly employs fewer than ten people. Pyramid contracts with designers, identifies trends, uses contract manufacturers, develops the retailer network and creates the brand image through marketing communications. Through its databases, Pyramid closely monitors sales, inventories and trends. Its network of closely co-ordinated partners means it can react quickly to changes in the market. The network itself changes as requirements change, and it will use different designers, freelance photographers, catalogue producers, contract manufacturers and so on as appropriate.