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
