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Key Insights
- The brand chose unity and connection as its 2020 theme even before the pandemic and Black Lives Matter movement.
- Whether voting, staying safe during Covid-19 or social justice, Gap’s marketing aimed to empower individuals.
For Gap, 2020 is a return to the apparel retailer’s purpose-driven roots, first established by founders Donald and Doris Fisher back in 1969 with a mission about more than just selling clothes, according to CMO Mary Alderete.
Gap’s latest campaign “Stand United” launched in early September as part of that pivot to a “modern American optimism,” which Alderete discussed on Tuesday at Adweek’s Purpose-Driven Marketing Summit.
“What we really, really wanted to embrace was we’re at a really defining time, just like the Fishers were back in 1969,” said Alderete, who took over the top marketer job in February after the departure of Alegra O’Hare.
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