Gwand is a platform and a melting pot for fashion, design, and lifestyle under the star of sustainability. This leads to a wide range of values, interests, and ideas. Different audiences have a specific affinity to the Gwand themes. Some see fashion as a prestige object, others as a laboratory for design experiments, and some others see it as a way to realise a sustainable lifestyle and even as a must to save humanity and the planet. All these values and concepts of life come together at the Gwand and can be addressed.
Design Enthusiasts On the infinite journey to the ultimate expression
Gwand supports and attracts the upcoming fashion designers. They are always part of Gwand. Together with them people who are interested in new form of expression, new materials, and advanced technologies meet at Gwand as guest, participants, or professionals. The Design Enthusiasts enjoy and appreciate that Gwand provides an opportunity to experience and promote the cutting-edge. Gwand is the spot to get a glimpse of the future. Just one of the odds at Gwand.
For whom is that? To answer this we work with the Sinus-Milieus to identify and understand our target groups (more about that at the very bottom of this box). See below first the global Sinus-Milieus and then the ones for Switzerland. After the Swiss milieus we list the for Gwand relevant milieus.
Sinus Meta Milieus for a multinational approach · Source: Sinus
Sinus Milieus for Switzerland · Source: Sinus
Speaking in terms of the Sinus Milieus, the Gwand Design Enthusiasts are progressive in their orientation and have a middle to rather high social status. Innovation, performance, and adaption are important to them. They embrace new solutions and new brands. In core the following Swiss Sinus Milieus are of interest:
- Performer
- Digitale Kosmopoliten
Followers of this orientation, though less enthusiastic, more out of a perceived need, is the following, progressive leaning milieu:
- Adaptiv-Pragmatische
Glam Lovers Indulge in the temptations of beauty, prestige, and luxury
At Gwand celebrities, big and small stars are around as guests, moderators, speakers, jury members, and award recipients. The visitors are in touch with them. The media report about it. Gwand is also the place where famous, exclusive, cutting-edge brands make their appearance. Shows take place in the style of the fashion weeks in Paris, Milan, and London and give Gwand a unique flair. Breaks, aperitifs, parties, and exhibitions give the opportunity to see and to be seen, to celebrate life, to be extravagant, and more or less excessive in style, to enjoy Gwand in its full glory. Gwand is a stage for the intoxication of the senses and to show-off. Just one of the odds at Gwand.
For whom is that? To answer this we work with the Sinus-Milieus to identify and understand our target groups (more about that at the very bottom of this box). See below first the global Sinus-Milieus and then the ones for Switzerland. After the Swiss milieus we list the for Gwand relevant milieus.
Sinus Meta Milieus for a multinational approach · Source: Sinus
Sinus Milieus for Switzerland · Source: Sinus
Speaking in terms of the Sinus Milieus, in part the Gwand Glam Lovers are conservative in their orientation and have a high social status. Prestige, status symbols, material values, exclusive brands, and celebrities are important to them. In core the following Swiss Sinus Milieus are of interest:
- Arrivierte (Establishment)
- Gehoben-Bürgerliche
Interestingly, the very opposite of the Arrivierte, the sensation-oriented people—with a rather progressive orientation and a rather low social status—are obsessed with brands too, adore luxury brands, share the tendency to show-off in a similar way but are less well off as the Arrivierte are:
- Eskapisten
Part of the mainstream Bürgerliche-Mitte is oriented upwards and tries to imitate the upper class Arrivierte.
Caring Advocates Fair and green is the path to happiness
Sustainability is the call of our time. Gwand is aware of this and carries sustainability on its banner. This attracts people who are highly social responsible, who support the fair and green cause in all aspects of live. Gwand is the spot to promote this cause and to give them a mouthpiece. Just one of the odds at Gwand.
For whom is that? To answer this we work with the Sinus-Milieus to identify and understand our target groups (more about that at the very bottom of this box). See below first the global Sinus-Milieus and then the ones for Switzerland. After the Swiss milieus we list the for Gwand relevant milieus.
Sinus Meta Milieus for a multinational approach · Source: Sinus
Sinus Milieus for Switzerland · Source: Sinus
Speaking in terms of the Sinus Milieus, the Gwand Caring Advocates are socially engaged and shaped post-material in their orientation and have a rather high social status. They are socially and ecologically engaged world citizens and culturally interested. They dislike the overemphasis of material values and the excesses of the consumer and fun society. In core the following Swiss Sinus Milieu is of interest:
- Postmaterielle
Further Swiss Sinus Milieus that strongly support the ecological engagement and who are up to certain degree also pronounced socially responsible:
- Performer
- Digitale Kosmopoliten
The green cause is becoming more and more mainstream and more and more people of all kinds enter the green camp in steadily greater numbers, especially from the following milieus:
- Bürgerliche Mitte
- Adaptiv-Pragmatische
Within the Arrivierte and the Gehoben-Bürgerliche it is accepted to be green— as long as it doesn’t question the ruling order. And green, eco, organic is highly appreciated as contribution a to a healthy and an upscale lifestyle.
In summary, sustainability is a milieu-spanning phenomenon, a unifying force, a consensus between many target groups—the call of our time.
Professionals & Experts B2B & Education · Fashion, Lifestyle, Sustainability is the daily business
Professionals & Experts B2B & Education · Fashion, Lifestyle, Sustainability is the daily business
From a business perspective Gwand is also a distinguished entity and an outstanding place for the fashion, textiles, design, and lifestyle industry—a spot for business to business (B2B) activities and transactions. Swiss and international professionals, experts, students, graduates, and teachers from different fields are connected with Gwand and meet at Gwand. This gives the opportunity to reach and meet these people and to engage in a fruitful networking. Here they are:
- Members of the award jury and the nomination jury
- Journalists and media professionals
- Influencers and bloggers
- Symposium speakers and panelists
- Fashion designers
- Students, graduates, and teachers of fashion, textile, design, and arts
- Representatives of companies focused on sustainability
- Miscellaneous fashion professionals
- Professionals in the field of sustainability
- Students, graduates, and teachers from any fields with studies involving sustainability
- Fashion buyers of (sustainable) collections
- Gwand partners (e.g. sponsors)
- Partners ’ business guests
- Members of Gwand’s advisory board
- Celebrities
Gwand Positioning Progressive leaning and aiming for the peak
Gwand is connected with humanity and mother earth. Social and environmental responsibility are essential values. They set the frame for Gwand’s raison d’être: the support of fashion designers. We expect from them and from us to aim for the peak—in whatever field and endeavour—as an expression of passion and dedication. Speaking in terms of the Sinus Milieus (more about that at the very bottom of this box), Gwand’s positioning is rather progressive in its orientation and rather high in its social status.
Gwand is positioned within or very close to its target groups Design Enthusiasts and Caring Advocates. However, on the Sinus Milieus map Gwand is quite fare away from its Glam Lovers—from both branches, from the establishment and upper one as well as from the escapists one. But this is only a distance on the map[1]. We assume that the Glam Lovers expect this positioning from Gwand. They want it to be where it is and what it is. A challenging, sparkling, untamed, enchanting spot. As described, the Glam Lovers enjoy this Gwand experience. And not only them. The Design Enthusiasts and Caring Advocates join in too.
[1]By the way, this alleged gap between positioning and target group can be observed on the example of luxury brands in the context of social media: they have an elitist positioning but most of the followers are from the escapistic, sensation-oriented milieu.
Gwand’s positioning based on Sinus Meta Milieus for a multinational approach · Source: Sinus
Gwand’s positioning based on Sinus Milieus for Switzerland · Source: Sinus
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Contact Gwand Sustainable Fashion Festival · Suzanna Vock
Contact Gwand Sustainable Fashion Festival · Suzanna Vock
Gwand AG
Gwand Sustainable Fashion Festival
Suzanna Vock
Founder & Chairwoman
Adligenswilerstrasse 109
6030 Ebikon / LU
Switzerland
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Suzanna Vock can also be booked as a speaker on sustainability in the fashion industry, fashion design and styling. For speaker bookings click here to send an email.
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