Gap's got a new tagline, "Do You," for the fall season, and the work for its latest campaign tries to embody the individual creativity celebrated by the new slogan. As part of the company's new positioning, it has released a new two-minute spot, created in partnership with photographer Sam Nixon and the community-based Brooklyn United Marching Band.
Gap's been running ads celebrating "iconic Americana moments" and playing up the chain's founding in 1969. But one of its retro choices left NASA fans flummoxed. A tweet from the recent campaign, posted on March 1, featured a photo of a space shuttle liftoff, emblazoned with the text "1969." As any fan of space history knows, that was the year Apollo 11 went to the moon on a Saturn V rocket, more than a decade before the space shuttle made its debut.
This GapKids ad, posted to Twitter on Saturday, ignited claims of passive racism from some viewers, who objected to what they characterized as a black girl being used as an armrest by a white girl.
Mel Ziegler still recalls the day in the early 1980s when he and his wife, Patricia, opened the most unusual clothing store Beverly Hills, Calif., had ever seen.
When it comes to basic clothing items—the T-shirts and trousers that are the foundation of all our wardrobes—millennials continue to shun brick-and-mortar chains like Gap and J.Crew while flocking to direct-to-consumer retailers like AYR, Cuyana and Everlane.
This week The Gap said it would close 175 of its stores in North America, or roughly a quarter of them, due to lackluster sales. The retailer also plans to cut 250 corporate jobs in San Francisco and New York. The brand, in other words, is floundering. What happened?
By all accounts, payments are moving mobile and digital for retailers. But trying to explain what is largely an intangible (and sometimes hypothetical) industry to marketers is nearly impossible, which is why Visa's latest digital bet takes place in a physical space that mirrors real-life experiences.
Male chief marketing officers on Forbes' third annual Appinions CMO Influence Study, which was released today, are 22 percent more influential than their female peers.
Gap's new tagline, introduced a few months back, is "Dress normal." But the retailer knows your family is anything but—particularly at the holidays.