Gap brightens color palette in ads aimed at mainstream

Cuneo, Alice Z.
March 2000
Advertising Age;3/20/2000, Vol. 71 Issue 12, p3
Trade Publication
This article reports on the decision of Gap Inc. to embark on an advertising direction that takes its cue from the Broadway musical, West Side Story in 2000. Gone is the signature all-white background in the new Gap campaign breaking on ABC network's Academy Awards broadcast. The effort is focusing on mainstream faces and a diverse mixture of clothing in a bid to draw in consumers who may have been turned off by Gap's earlier approach. One of the reasons behind the more colorful advertisements is a change in fashion. The strategy shift comes as Gap struggles with flat same-store sales at its core Gap stores for the fiscal year ended January 29, 2000. Gap is trying to lift sales with several approaches. It has increased its use of direct mail and even as its overall advertising outlay increases, executives at The Gap have indicated its television spending will decline. The Gap also continues to look for new audiences. Currently, the company is launching GapBody stores and testing maternity clothing sales on its Web site. Some Gap-watchers expect the chain to introduce a furniture and lifestyle chain as well. INSET: Dockers take fashion angle.


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