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

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.

AW+

WORK SMARTER - LEARN, GROW AND BE INSPIRED.

Subscribe today!

To Read the Full Story Become an Adweek+ Subscriber

View Subscription Options

Already a member? Sign in