Advertising

Gap Taps Modern American Optimism in Back-to-School Campaign

The brand wants to 'regain its rightful place as a cultural shaper,' according to its CMO Mary Alderete

gap-cmo-bts-strategy-2021 — For its back-to-school campaign, Gap is shining a light on educators and their students.Gap

By Richard Collings

August 2, 2021

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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.

Richard Collings

Richard Collings is a retail reporter at Adweek.

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