Gap's newest ad campaign is a step to focus the retailer's identity, ahead of plans to spin off Old Navy into a separate, publicly-traded company.
Its newest ad campaign, featuring child musicians, attempts to clarify its identity.
One retail industry consultant says while the video is a start, the company needs to continue aiming for innovative and interesting ideas.
But the campaign might not be enough to clarify the brand's image to consumers, according to Jan Kniffen, a retail industry consultant. "Gap has been struggling to find their identity for 15 years," he said. "It needs to be reinvented. It's just a mishmash of men's, women's, and children's clothing. They're in an extraordinarily competitive environment and they have nothing unique."
Kniffen added: "One campaign is not going to change anything for the Gap. If they can follow this up with more innovative, interesting, catch-your-attention ideas, it could be a start."would help each company create a "sharpened strategic focus and tailored operating structure."
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