General Pants Co. is one of Australia’s most recognisable retailers stocking street favourites such as Ksubi, Converse and I Am Gia. We chat with the PR team at General Pants to find out how Flaunter has streamlined their media call out process and increased their audience in regional markets.


The General Pants Co. story

Since our humble beginnings in 1972 as a speciality denim store, General Pants has become a major style authority. Now, over 40 years later, there are 53 General Pants Co. stores across Australia, delivering a complete fashion offering with the best in denim and a carefully curated selection of exclusive styles and brands.

Why General Pants Co. needed to find a better way

Prior to Flaunter, we’d have to respond to media callouts as they came in. This meant locating the relevant product in our showroom and allowing enough time to shoot it and send the images to media. As you can imagine, this was an annoying process for all!
We started by allocating time at the start of each month to shoot new product and have it readily available for when briefs come through. We knew that we needed a digital solution to handle the assets but didn’t have the resources available to create one ourselves.

On implementing the solution

We didn’t encounter any challenges when implementing Flaunter! The team provided training in person and continue to do so.

On favourite Flaunter features

  • How easy it is to navigate the site
  • Opportunity to work with journalists/brands you may not have had contact with before
  • Ability to report and track downloads/coverage
  • Weekly email updates
  • How friendly and supportive the Flaunter team is. They want you to exceed!

On using Flaunter day to day

Each month our PR team upload new flat lay imagery for product which is landing in stores. As we manage multiple brands, will also include any campaign and comms imagery that is available.
The ability to send trackable links to media contacts when they approach us directly has been a huge help as we can now respond to callouts instantly – saving time for all involved!


On results

The most noticeable results we have seen would be the ability to reach a wider audience through the increase in regional coverage (both print and online).

On saving time and money

Flaunter saves us so much time! We’d also have to say that money and energy is saved as we no longer need to physically send samples to media as often. Now that we’re able to send images to multiple media outlets at once, we don’t need to worry about samples being returned before sending out again.

How regional press has increased online traffic

As we don’t have bricks & mortar stores in some regional areas such as Townsville, Flaunter has allowed us to supply journalists with imagery and assets that they may not have had access to before.
It is also a great way for us to drive traffic to our online store from those regional spots that may not have previously thought of GP as a shopping destination.

On Flaunter in 3 words

Timesaving, seamless, rewarding

Why General Pants Co. recommends Flaunter

Effort vs return! As long as you keep on top of your content, the results speak for themselves.

Inspired by the General Pants Co. experience? Put your brands where the media are looking with Flaunter.

Calling all media: view and download hi-res publishable images from General Pants Co. here.