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."

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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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