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Over the last couple of years, Gap has been doing a lot of soul searching.
Following a new marketing chief last February, a restructuring that pulled all marketing activities in-house and a strong pivot to ecommerce, Gap is streamlining its messaging: a consistent focus on a diverse, modern interpretation of American optimism. But time will tell whether it will be enough to make the brand profitable again.
This spring, Gap will launch Generation Good, a new campaign for its teen and adult product lines that will elevate the voices of nearly two dozen activists and creatives sharing what makes them feel good about the future.
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