General Pants

The Starting Point

The Board and Senior Team General Pants, a leader in youth fashion and youth culture with a chain of 47 stores across Australia, were interested in introducing a more disciplined approach to strategic planning and execution to enable the business to be more profitable and resilient in a highly competitive market.

The Process

Waterfield has worked with the General Pants Board, the senior team and Business Units to formalise:

• Market scanning

• Key objectives

• Key strategies to realise the key objectives

• The disciplines to execute the action plan

A large number of the General Pants team were included in the development of the strategic plan. Those involved in the process gained a much greater awareness and knowledge of the realities of the marketplace and were motivated to action and implement the plan they helped develop.

The Result

General Pants has embedded a formal approach to strategy development and execution despite an extremely turbulent market place and a freewheeling culture. General Pants continues to grow and prosper in a highly competitive sector while many of their competitors have been left on the back foot trying to catch up.

General Pants has never struggled to come up with creative ideas to ignite our business. We have however struggled to collate, prioritise and execute those ideas effectively and bring them to market. Using Waterfield’s StrategyConnect™ approach General Pants was able to extract our real commercial premise and define what success looked like. Then using these tools we were able to monitor our progress and accelerate our development beyond our expectations.
This process simplified what were potentially complex problems and broke them down into more manageable parts which we moved through most efficiently.

The end result was outstanding; we achieved our three-year goals in eighteen months and were able to raise our targets even further providing additional value and significantly improved profit margins.
— Craig King, CEO General Pants Co.