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GTP metamorphose to full fashion house

BY: Elizabeth Nyaadu Adu
Some models showcasing designs made by GTP

Ghana’s first indigenous textile brand, GTP, is to become a premium full fashion house after 56 years of operating as a textile manufacturer.

This will aid in growing the company to become a global brand and not a mere manufacturing company in a move to help build a lasting legacy in Ghana.

Relaunch

The Managing Director of Tex Styles Ghana Limited, manufacturer of GTP and Vlisco textile prints, Fatoumata Doro, made this known at the official unveiling of the new GTP Brand and its tag line “Life. Styled” at a ceremony held in Accra on August 8.

She explained that since the 1980s, there were about 17 companies in the textile industry, however, only five are still thriving in the country.

She said “as a group, we are very excited about the business outlook after the repositioning as it will give us the opportunity to do more for our loyal customers. We are set to transform the face of fashion in Ghana and beyond with the roll-out of our first retail shops offering carefully curated ready to wear for everyone. This will be underpinned by our strategic digital focus serving our customers both online and offline.”

Empowering tailors

“We want to sustain our growth to become innovative with a new way of defining our business. We will strengthen our relation with designers and we are going to empower more than 5,000 tailors in the next three to five years.

“Our aim is to grow the company to become a global brand and not a manufacturing company as it is known for. This is the reason why they have thought it wise to train and empower young tailors to move along with their vision to make good designs with their fabric for all and sundry to be happy with”, she said.

Strategy

“Internally, the brand refresh has already began with our employees through a series of policies and exercises to carry them along. We can already see the improvement and cannot wait to share it with our wonderful customers,” she added.

Sharing how the repositioning exercise will guarantee customer satisfaction, Ms Doro, said the brand transformation would see GTP adopting new methods to increase exports and ensure product availability.

She added that GTP will also reinforce its corporate social investments focusing on strategic Environmental, Social, and Governance (ESG) initiatives, which will include diversity, women empowerment, empowering tailors and waste management programmes.

For her part, the Brand Executive at GTP, Augustine Amporful, said “by saying ‘Life’, we intend to present GTP as a way of expressing a premium life. The word ‘Style’ is associated with elegance, class and exclusivity, which are attributes that premium people are passionate about.”

Keynote

-GTP is West Africa’s leading print and textiles brand and the first indigenous Ghanaian textile brand launched unto the Ghanaian market in January 1966.

-The mission of the company is to create, develop, produce and sell quality African prints of Ghanaian heritage that will make consumers feel good and culturally in tune.