When fashion is discussed, it needs a place where she can be told. For the Denim label Gang, InStyle Germany takes on this role from autumn/winter 2025 season. The new cooperation with the renowned fashion magazine is based on a sophisticated concept for brand management, which takes into account the emotional visibility and the interaction of print, digital presence and point-of-sale activation. A holistic story is told that is not only aimed at end consumers: inside, but also at specialist retailers as a stage and ambassador.
Explained in conversation with fashionunited Petra Schmidbauer, Gang-Head of Marketingthe motives for the cooperation and why it is now important for the brand to raise connection and relevance to the next level.
The right sound
“For us, Instyle has always been an institution in the fashion print area,” says Schmidbauer. “The magazine addresses a cross -generational target group, from trend -interested women in their mid -20s to stylish final fifts. This bandwidth fits perfectly.” The cooperation created for one year is therefore intended to show that behind Gang there is a strategically well thought out, long -term and cross -channel marketing strategy.
Chapter one: six looks, two worlds
The start are four carefully curated women’s styles, including modern baggy and barrel fits as well as striking oversized jackets presented in the print magazine. In addition, two more articles are added exclusively for the digital appearance: a fashionable eye-catcher and a proven never-out-of-floor model for e-commerce. Together they form a balanced set-up that covers both fashionable relevance and long-term availability. “The selection was made in close cooperation with the Instyle team: fashion know-how and brand language have flowed seamlessly here,” explains Schmidbauer.
The heart of the campaign is storytelling: a QR code in the print edition leads directly to the digital gang world. This is accompanied by social media campaigns and newsletter routes. “Print creates trust, digitally deepens the brand experience,” says Schmidbauer. “And this is exactly what we use to create closeness to the brand, to the community and what aisle stands for.”
POS as a stage: Sales promotion for trade
The selected articles are marked separately in the Gang catalog-a coherent overall package that continues to the sales area: There, targeted labeling use “Instyle Loves …” hanging day and digital tools, including the online platform for fashion cloud, for visibility and sales support in inpatient trade. This presence creates desire exactly where the decision and emotion come together. “Instyle awakens the desire and we give everything to the hand to generate sales from it,” says Schmidbauer.
sequel follows
The specific timetable shows that this is not a short -term marketing measure: in spring/summer 2026, six more styles and additional communication measures follow. Social media activities are also continuing-with targeted storytelling elements and integrating influencers: inside. “We tell a story over many months, with passion and recognizability.” In addition, new community building measures are being planned. “There is even more,” announces Schmidbauer-the next step in the community building under the motto “Become part of the gang”.
A strong signal for the existing brand binding provided an online survey with over 1,500 returners in advance. It underlines: Gang enjoys high customers: loyalty to the inside, a valuable basis on which the brand is now building further. On this basis, the campaign is accompanied by clearly defined KPIs, ranging from sales figures to ranges and engagement rates to qualitative knowledge from shop surveys and direct dealers: indoor feedback.
In the end, an experience world that goes beyond pure product communication is created: The cooperation between gang and instyle shows how strong partners: inside can create a holistic brand experience – one that not only sells, but also creates connections: to target groups, for trade and a lively brand universe. A story that does not end, but is repeatedly told again, with substance, closeness and attitude.