Swedish-owned brand Gant has partnered with fashion students at Glasgow Caledonian University to develop a branded digital magazine.
It is touching down with the next generation of fashion students at the Glasgow-based university to develop content and original photography around the brand.
The publication looks to showcase Gant’s latest collection but also tell stories relevant to the brand, standing in line with its latest comms drive. The activation has been integrated into the coursework of final year Fashion Branding students.
The magazine was launched in December and will run until March 2018. It serves as a pilot that could potentially be scaled up to involve numerous university courses if successful. While providing up-and-coming fashion workers with vital experience, Gant has also put its range into the campus in front of micro-influences who can champion the brand.
Further to this, the brand is running a competition on campus. Students, in collaboration with City of Glasgow photography students, have been briefed to manage and implement a communication strategy for the brand, as a means of brainstorming a growth plan. The winning group will receive a £500 gift voucher and internships at Gant.
It underlines one of the many ways brands can get involved in content marketing, seemingly enlisting students to produce their course work while opening them up to opportunity in the company.