Press release -
gina tricot expands its range with a new concept: young gina
Gina Tricot continues its expansion to meet customer demand. For autumn 2021, the fashion retailer is launching Young Gina, focused on Gen Z. The new concept offers fashion clothing in sizes 134-164 – a long-awaited addition that will fill a size gap in the company’s fashion range. Young Gina will be launched online and in selected stores on 12 August.
In 2019, the fashion retailer expanded its selection through the release of the popular children’s wear concept Gina Mini. Now, Gina Tricot is enhancing its range again, this time with a focus on the highly aware and engaged Gen Z target group. The first collection from Young Gina is inspired by and created for the younger customer – with sizes not previously available in Gina Tricot’s lines.
“We’ve seen significant demand and we think that launching the Young Gina concept is the right move. Adding a new size range to our offering meets the needs of this market. This is a very informed target group – they know what they want, and we’re fulfilling that by offering strong, fashion collections for everyone,” says Karin Westas Norlander, Brand & Marketing Director for Gina Tricot.
The increased awareness of this group, and the desire of Gen Z persons to express themselves and their personal style at school, in leisure activities, while spending time with friends, and through social channels, has resulted in a collection of on-trend, comfortable garments and accessories that are designed to suit any occasion. The primary focus here is on the latest denim washes, with jeans of high quality that are made from more sustainable cotton. The collection includes key pieces, such as cool oversized hoodies, printed tops, knits, cosy teddy sets, jackets and puffers, where soft pastels are combined with bold colour combinations. There’s something here for every taste and style. During autumn, the range will be expanded on a regular basis with new items. The collection will also be complemented with selected styles and sneakers from the Vans brand.
Young Gina will have its own segment in store and online. This will make it easy for the customer to find and be inspired by the latest news within the concept. In connection with the release, Gina Tricot will go live with a digital campaign via TikTok @ginatricot.young , in which the dancers Faya Twinzz, contestants in Swedish TV4’s Talang (Talent) programme and TikTok stars @izaandelle will guide and inspire followers with an energy-filled dance challenge, #youngginachallenge. Everyone is welcome to share their “take” on the dance challenge – the campaign is designed to encourage a movement with a feeling of joy, energy and community, where everyone has a place to express themselves and their own style through dance and fashion. The song “Got the flex” has been especially written for the campaign by Jens Malmlöf of Hoffmaestro, Sohna Sowe, and Prince Olumuyiwa Alalu, and co-produced by Jonas Promo. The song is performed by artists SOWEE and Slim Prince.
Young Gina will be launched in selected Gina Tricot stores and online at ginatricot.com on 12 August 2021. In connection with the release, Gina Tricot will launch a TikTok campaign called #youngginachallenge @ginatricot.young
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Gina Tricot is a Swedish fashion chain offering exciting, feminine fashion to women in over 30 countries. We don’t complicate things. Our strength has always been keeping things simple, which applies to our designs and working methods alike. We have a passion for fashion, with the goal of offering customers a new and exciting shopping experience.
