GANNI SS26: Bridging Sustainability Intent and Real Purchase Behavior

This project develops a Spring/Summer 2026 capsule buying and merchandising strategy for GANNI, focused on closing the gap between consumers’ sustainability intentions and their actual purchasing behavior. While modern consumers express strong interest in responsible fashion, their decisions remain driven by price, style and versatility.

The strategy proposes a tightly edited, commercially viable capsule that integrates sustainable material choices with demand-led buying, optimized SKU planning and repeat-wear design. By prioritizing cost-per-wear value, controlled assortment depth, and phased product drops, the project aims to reduce overproduction while maintaining brand relevance and profitability.

Ultimately, the project reframes sustainability as a commercially driven system, aligning environmental responsibility with real consumer habits to enhance both sell-through performance and long-term brand value.