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If it’s hot on TikTok, it’s worth acting upon. That strategy is being used by Gap, as its TikTok followers will choose the next color for its iconic logo hoodie, to be released this fall.
Gap global head of marketing Mary Alderete told Adweek the spark for this idea was lit last September or October, when influencer Emma Chamberlain began posting while wearing Gap’s logo hoodie.
“She just kept posting, sometimes in the hoodie and not too much else,” Alderete said.