Gildan Activewear, a Montreal-based apparel company whose brand portfolio includes the sock brand Goldtoe and hosiery brands Silks and Secret, has selected CloudRaker to revamp its corporate digital platforms.
CloudRaker won the project-based assignment as part of a “comprehensive” pitch process.
The agency’s purview includes developing the information architecture strategy, creating the wireframes (also known as a page schematic) and visual approach, as well as front-end design for both Gildan’s corporate website and intranet.
Frédéric-André Vennat, who oversees strategic development for CloudRaker, said that the digital shop is currently developing a strategic plan for Gildan. The objective, he said, is to create a new web presence for the brand by the end of the year.
The move comes as Gildan continues to transform from a primarily B2B-based business into a consumer-facing company.
It acquired U.S. sock supplier Gold Toe for US$350 million in 2011 (giving it access to major U.S. retailers including Walmart, Target and J.C. Penney) and last year purchased hosiery company Doris, a market leader in Canada thanks to the Secret and Silks brands, for US$101.4 million.
“Gildan is a company that has evolved tremendously in the last few years,” said Vennat. “It’s time to sit back and reflect on what the Gildan story is all about, what the company is moving toward and the new markets it will be tackling, and our job is to make that come to life online.”
CloudRaker’s core team is handling the Gildan assignment, with president Thane Calder playing an active role, according to Vennat. The company did recently hire a new creative lead in Etienne St-Denis, but Vennat said the hire is not directly related to the Gildan win.
CloudRaker has previous experience in the apparel sector, having previously worked with the Asics-owned shoe brand Onitsuka Tiger. “It’s an exciting opportunity to take on a new challenge,” said Vennat “We’re super stoked to be working on it.”
