Gap is one of America’s top clothing retailers. It rose to prominence in the 1990s because of its specific brand image based on its classic roots and culture. However, it is this same classic culture that led to the retailer’s unsuccessful attempt to branch out and use other themes. This is because its customers did not relate with the new themes. The retailer’s success is directly correlated to its marketing approaches based on its established culture.
A close examination of Gap’s past and current advertisements reveal that the firm has undergone about five eras. These eras include the innovative and culture establishing of the 90s, the sex appeal pitfall and star power in 2007-2009, humanitarian period, classics revival and the present. Each era has its distinct cultural message sent to the public through advertisements. In the 90s, Gap experienced immense success. It was then that the retailer established its culture. Millard Drexler helped transform some designs into international trends such as the discount-jeans. The success was also because of two major AD campaigns, which were innovative measures to make the clothes popular.
2007-2009 was the star power and sex appeal period for Gap. The company abandoned its classic culture to start a new campaign. Repositioning the brand into a sexy brand proved disastrous as the sales plummeted. The company tried humanitarian efforts to help reposition the brand by introducing a new RED product line. The proceeds were to be used for charity in Africa. However, the initiative flopped because buyers felt most of the money was spent on advertising rather than charity.
After several flopping campaigns to reposition the company’s brand, the company resorted to its original classics redefined campaign. Various celebrities were selected to feature on the new classic advertisements. The campaigns also emphasized on simplicity of the cloth designs. The advertisements also portrayed the clothes as classic and accessible to everyone. This new redefined theme has helped Gap rediscover its identity and popularity. The current theme is proving successful because it portrays the classic, reliable, simple and accessible identity.
Works Cited
Groth, Aimee . MARKETING MONDAYS: The Gap Suffers A Decade-Long Identity Crisis. 16 May 2011. 27 November 2012
Shayon , Sheila. Gap Shines Spotlight on Rising Stars (and Jookin) in Fall/Winter Campaign. 10 August 2012. 27 November 2012
