Gap Is Spotlighting Yesterday’s Classics in Hopes of Driving Tomorrow’s Sales

CMO Alegra O’Hare explains the preppy clothing brand's strategy of "reclaiming the icons we're known for."

Teenage male wearing a red gap hoodie taking a picture with an old camera
The Gap is betting on nostalgia in its latest ad, starring the iconic Gap-branded red hoodie. GAP

When the Gap gave consumers an early look at its 2019 holiday campaign late last month, it was clear the direction and tone of the brand’s advertising have shifted under new CMO Alegra O’Hare.

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@UpperEastRob robert.klara@adweek.com Robert Klara is a senior editor, brands at Adweek, where he specializes in covering the evolution and impact of brands.
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