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While Gap holds a special place in the retail landscape as one of the largest apparel brands in the U.S., it’s struggled to define itself over the last decade or so given a rapid shift in consumer behavior.
But that may be beginning to change under new leadership, which includes Mary Alderete, who quietly took on the role of CMO last year.
“We want this brand to be healthy again or regain its place, its rightful place as a cultural shaper,” she told Adweek.
The marketing chief, after a year and a half in the position, is now rolling out Gap’s latest back-to-school campaign in a bid to reclaim the hearts, minds and dollars of shoppers nationwide.
“There
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