Inspiration meets innovation at Brandweek, the ultimate marketing experience. Join industry luminaries, rising talent and strategic experts in Phoenix, Arizona this September 23–26 to assess challenges, develop solutions and create new pathways for growth. Register early to save.
In late 2023, newly appointed Gap CEO Richard Dickson said it was time to strengthen the eponymous retail group’s catalog of brands—including Gap, Old Navy and Banana Republic—with “crisp identities and purpose” to counter years of sluggish sales.
“We have to communicate through innovative marketing to regain a powerful ongoing voice in the cultural conversation,” he told investors. “We need to do this, while consistently executing with excellence at every touch point and interaction.”
For the conglomerate’s namesake brand, the first manifestation of this blueprint came in the form of “Linen Moves,” a crisp, reimagined take on TikTok-famous music video “Back on 74” by Jungle.
WORK SMARTER - LEARN, GROW AND BE INSPIRED.
Subscribe today!
To Read the Full Story Become an Adweek+ Subscriber
Already a member? Sign in