A few weeks ago we had a discussion about the fact that it is no longer clear who The Gap's primary target audience is. That's a problem.
Not surprisingly Gap Global's August sales declined by 6% versus previous year. And it was announced that a new CEO will be coming onboard in 2015. (Gap, Inc., 2014)
In the meantime however, there's the critical holiday selling season to be considered. Interestingly the focus seems to be on Gap Factory, the fashion outlet that carries an exclusive line of value-positioned styles guided by George Kotsiopoulos, co-host of E!'s "Fashion Police."
A new star-studded holiday campaign is scheduled to launch next week. Featuring supermodels and male athletes, the effort will include print, outdoor, and social media. (Rodriguez, 2014)
So what do you think? Is this a good idea? Will celebrities be able to increase sales? Or should they be concentrating on their core brand and messaging?
Rodriguez, A. (2014, October 17) Gap Factory to Launch New Star-Studded Holiday Push. adage.com. Retrieved October 17, 2014, from http://www.gapinc.com/content/gapinc/html/media/pressrelease/2014/med_pr_GPS_Sales_814.html