Blog: Leonie BarrieGap's spotlight on LA and beyond

Leonie Barrie | 23 August 2011

A still from Gap Inc

A still from Gap Inc's new marketing campaign: Los Angeles, 1969

As well as bemoaning a lack of progress in its women's wear, US clothing retailer Gap Inc has also criticised its marketing message for being "ineffective" at driving customer visits during the second quarter. Tackling these two areas are now among its priorities the company says.

"We're strong believers, philosophically, of not putting money in marketing just for the sake of doing it. There has to be something to talk about," chairman and CEO Glenn Murphy told analysts on an earnings call.

That "something" is its denim design studio in Los Angeles - which is not only the focus of its autumn campaign but also, according to the retailer, one of its best kept secrets.

Pitched like a reality TV show, the '1969: LA and Beyond' campaign is a series of videos on blogs and social media websites that tell the story of the latest collection from the designers who create the fits, fabrics and washes, the manufacturing process and the people who wear it.

Gap is ultimately hoping shoppers will feel an affinity with the "collective of artists, musicians, action sports junkies and trendsetters," who make up its team.

It's "something that a lot of new customers really gravitate to," Murphy says, adding: "They love how genuine it is, how real it is. You're going to see more of that type of marketing not only from Gap, but from other brands because people are telling us they respond very well to that genre of marketing."

And if all that fails to resonate with shoppers, there's always food to lure them instead. Taco trucks will pitch up in cities across the US to hand out free chow to anyone wearing a Gap label.


BLOG

Concern mounts over Trump's trade policies

Since President Donald Trump took office in January 2017, his administration has been busy fulfilling major campaign promises on trade policy – much to the concern of US fashion brands and apparel ret...

BLOG

Jeans makers eye innovation to regain market share

just-style’s latest weekly roundup begins with a look at how jeans makers are innovating and adapting to evolving consumer needs and the impact of athleisure with new fabric innovation and more sustai...

BLOG

Trump's tariffs threaten textile trade

With tariff discussions looming over the White House, just-style’s news and analysis last week was not surprisingly dominated by talk of a possible trade war....

BLOG

Tailoring mass manufacturing to the individual

As the fashion industry shifts towards proper omnichannel it requires an on-demand supply chain that combines customisation with the ability to restock shops more efficiently and respond to trends mor...

just-style homepage



Forgot your password?