On its 50th anniversary, Gap is banking on Nostalgia and a new collaboration:
"The consumers love us, they just haven't seen us," says the brand's new CMO Alegra O'HareAuthor:Dhani MauPublish date:Sep 9, 2019On a hot day in late July, I traveled to a warehouse deep in Downtown Los Angeles to see what Atelier & Repairs, a local retailer that refurbishes vintage items — mostly workwear and denim — had done with an assortment of vintage Gap pieces from the '80s and '90s for a collaboration between the two parties.
Of all the mall brands that have struggled over this past decade , it feels like we've been talking about Gap the most, and the longest. The brand has tried just about everything to regain the relevance and success it experienced in the '90s and 2000s, from changes in management and creative direction to collaborations and store closures to some very awkward logo changes.
How do you remind people of the brand's roots while also introducing that to and making it cool for a younger customer who may not have experienced the brand's heyday? We're elevating the content that we're creating, I want it to feel special and to feel very Gap, and of course we're going to do that through our icons, whether it's denim, the hoodies, the tees, khakis. When we did the consumer research, a lot of the demand for the brand was really around the icons, because that's what we were known for.
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