Ginch Gonch is a company that branded itself as a new market that had not been reached before. This market is underwear, specifically branded toward gay men. The advertising campaigns that Ginch Gonch uses advertise mainly to women and gay men. This target market is focused on looking good and doing so in style. The pop-culturized designs from Ginch Gonch make it appeal to a younger market. Though the underwear the company makes is somewhat pricey (for underwear) it is purchased by its target market on a regular basis and those customers, generally, remain loyal.
Valentino is a man that branded himself as a designer name and label, mainly for women, and targets itself at a small, high-class audience. Valentino worked very hard to create a name based on classic beauty and elegancance. With four branches of his brand, Valentino defines itself as an appeal to the luxury market. The valentinofashiongroup.com website speaks highly of the brand stating, "Its image of glamour, exclusivity and strong style make Valentino a brand well known for the sophistication and elegance of its creations. "
Clearly, Valentino and Ginch Gonch are two very different brands. However, both began with one man who had a clever brand concept that would appeal to a unique market.
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