Gap’s Fall Campaign Changes Core Customer in ‘Moment of Truth’ |
| Bloomberg - Aug 1, 2011 |
Gap Inc. (GPS) is tailoring its fall marketing campaign to attract millennials as the largest U.S. apparel chain magnifies its focus on the twentysomething crowd.
Ads feature real residents of young, hip enclaves like Austin, Texas, and Williamsburg in Brooklyn, New York, modeling Gap’s 1969 denim line. In stores, customers will be able to use smartphones to see videos explaining how their garment was designed and manufactured, and taco trucks will give free food to anyone wearing a Gap label.
The campaign is part of San Francisco-based Gap’s shift to target young consumers after previously seeking to lure a wide audience with neutral workplace basics, classic denim and bright scarves. The clothes didn’t connect with consumers in recent years and the retailer has shaken up the Gap North America brand and replaced its president and head designer.
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- Posted: 2011-08-01 11:14:28
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