Can Ellen turn things around for GapKids?

The Gap has been struggling for several years now to find its place in the world of retailing.  (Sales were down 7% last quarter.) 

Now they have announced that this year's back-to-school effort for girls will feature a new collection from Ellen DeGeneres.  The  line labeled GapKids x ED, ties into Ellen's lifestyle brand ED, which includes women's clothes, accessories and home decor.

What do you think?  Will this bring back women who have left the brand due to its style missteps?

Mahoney, S. (2015, May 7) Gap, Ellen Team Up For Girls' Line  mediapost.com.  Retrieved May 8, 2015, from

http://www.mediapost.com/publications/article/249424/gap-ellen-team-up-for-girls-line.html?utm_source=newsletter&utm_medium=email&utm_content=headline&utm_campaign=82686

Will promoting Gap Factory be a winning move for The Gap?

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