- Gap today (Oct. 23) launched a holiday marketing campaign centered around self-expression and themes related to the word “gifted,” according to details shared with Marketing Dive.
- The effort features partnerships with a slew of people that fit the gifted theme, including Grammy-winning musician Alanis Morissette and her family and creator Jay Shetty and his wife, Radhi Devlukia-Shetty, a cookbook creator. Seasonal looks are showcased in a 60-second spot.
- The campaign spans digital media, out-of-home, video, social and Gap’s owned brand channels. Gap continues to market around individuality, a long-standing positioning, amid ongoing business struggles.
Gap is preparing for the vacations by calling on a variety of ambassadors that embody a “gifted” ethos that’s rooted in individuality — a typical theme within the brand’s marketing — and emphasizing the enjoyment of shared company. The retailer can also be “taking a page from its heritage” by featuring quite a few generations in fresh styles, a move that would help broaden the retailer’s appeal.
Along with partnerships with Morissette, Shetty and Devlukia-Shetty, the campaign features model Florence Huntington-Whiteley; Grammy-winning composer and songwriter Diana Gordon; Japanese model, actress and singer Rola; the founders of chef collective Ghetto Gastro, Lester Walker, Pierre Serrao and Jon Gray; Swedish model and designer Elsa Hosk along with her daughter, Tuuli; and model Sabina Karlsson along with her family.
An anthem spot showcases the retailer’s seasonal pick of apparel. Gap is putting a robust give attention to a latest proprietary knit called CashSoft, a fabric said to be comparable to cashmere, together with denim and khaki garments like Men’s ‘90s Loose Jeans and Baggy Khakis. A resurgence of retro styles, particularly those from the ‘90s and early 2000s, has been apparent in retail this 12 months. For Gap’s fall campaign, the retailer sought inspiration from its archives, and “Gifted” could tap into consumer nostalgia from the marketer’s heyday.
The Q4 push from Gap arrives at a tricky time for business, with net sales down 14% year-over-year within the second quarter. The company credited the majority of the declines to the shutdown of Yeezy Gap, the sale of Gap China and foreign exchange challenges. Excluding those aspects, net sales declined 4% over the year-ago period. However, the holiday season could give the brand a lift, with consumers projected to spend a mean of $1,652 on gifts this 12 months, surpassing pre-pandemic levels for the primary time.
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