Gap Rolls Out R&B-Themed Holiday Campaign
Gap is relying on the feel-good vibes of R&B star Leon Bridges to spread holiday cheer, using upbeat dance moves and striped sweaters to bring people together.
Part of its ongoing “Meet Me in the Gap” campaign, the new ads star the Grammy-nominated Bridges singing “Now That We Found Love,” and is meant to “transcend the edgy climate of today by spreading love and driving positive change,” says the San Francisco-based retailer.
Directed by Emil Nava, the campaign is running on network TV as well as on mobile, digital and social channels, and in stores. The retailer is also planning digital takeovers on Vevo, Hulu and Spotify, and says it’s prioritizing viewing moments within the NFL and top-rated programs.
The ads may be are upbeat, but some are skeptical about Gap’s chances of winning with consumers this holiday season. Recently, a J.P. Morgan analyst downgraded the stock, citing operational issues and unbalanced inventory selection.
And while observers are hopeful Gap’s new CEO, Neil Fiske will breathe new life into the company’s struggling flagship, it’s still early to feel much of his impact. Fisk joined the company from Bilabong, the Australian apparel brand, back in June.
In its most recent quarterly earnings report, Gap says that while its Old Navy division notched a 5% increase in comparable store sales, and Banana Republic rose 2%, same-store sales at Gap sank 5%.
Increasingly, the company seems to be pinning its hopes on activewear. It says Athleta continued to gain share in the quarter and is getting close to its $1 billion sales target.
Gap is also introducing Hill City, a line of technical clothing for men that can be worn all day long, “from workout to work to weekend.”
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October 31, 2018 at 06:05PM