Gap Dons Khakis and Attitude

NEW YORK Struggling retailer Gap is hoping another injection of star power and a focus on its khaki apparel will give the brand a boost.

The integrated campaign, “Khakis with attitude,” includes national print and outdoor in select markets. Ads feature the store’s comfortable khaki apparel as worn by actors Kyra Sedgwick, Kate Mara, Chris O’Donnell and others in a series of laid-back images.

Independent Laird + Partners, New York, created the campaign. Gap is based in San Francisco.

Earlier this month two key executives, Denise Johnston, president of Gap’s adult division, and Ivy Ross, head of product design for Old Navy, left the company, bringing to 10 the number of senior executives who have vacated key spots at the company, including Kyle Andrew, vp, marketing for the Gap brand.

Gap is trying to dig its way out of a string of declining comp store sales that have plagued the company 28 out of the past 31 months. The company has hired Goldman Sachs to review strategies for Gap and Old Navy, amid speculation the company could possibly be for sale.

Budget for the campaign was not released. Gap spent $100 million on ads in 2005, and $65 million from January through September of 2006, per TNS Media Intelligence.

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