Dive Brief:
-
Gap has a new ad campaign with models rather than celebrities, and has abandoned its widely panned “Dress Normal” campaign.
-
The retailer has also attempted campaigns that crash-landed on Instagram and dating app Tinder.
-
Gap has recently seen sales decline, is closing stores, and has shaken up its merchandising and design teams.
Dive Insight:
Gap's recent advertising missteps have been in stark contrast to past Gap campaigns known for their energy and effectiveness. More than that, Gap’s ads were excellent at communicating the essence of its brand—affordable clothing that were wardrobe staples, with fresh designs. Its ads were simple but joyful.
Those were the days when Gap "elevated incredible basics to not just an iconic status in terms of clothing, but also a spirit,” Jessica Navas, chief planning officer of ad agency Erwin Penland told Business Insider. “You felt like there was such a strong attitude, so much energy."
The new campaign, featuring models posing against plain backdrops, might help Gap get back to its past glory days, where its was known for "great, great, great basics for a very accessible price," according to Navas.