Can Gap Attract The Lost Customers Again?

According to the world clothing shoes and hats net, recently,

Hand in hand

Edward Enninful, the editor in chief and the editor in chief of the British edition Vogue, has released the latest Bridging the Gap, which is directed, acted and participated in the styling design.

This film conveys the spirit of American optimism that Gap has always advocated.

Edward Enninful has selected many stars who have worked with us and have distinct personality and can represent contemporary American culture. This is a reflection of the optimistic freedom in the collision and integration of multiculturalism.

The release of this advertising blockbuster is a call for people: the iconic Gap is back.

Gap2017 TV advertising

Gap is one of the most representative American casual wear brands in the world.

Since its establishment in San Francisco in 1969, it has been striving for a very strong flu like tannin.

Khaki trousers and so on create a basic product for fashion wardrobe.

Gap, which now looks a bit down, has been a classic American brand for a while.

Keeping pace with the times should be the main reason for Gap's initial popularity.

When Gap was founded, youth subculture was popular. Its name also came from the word "generation gap" between the rebellious hippy young people and the old generation's parents.

Gap seeks to build bridges between two generations - using casual jeans and basic casual clothes that everyone can wear.

Everyone can buy things in Gap stores, casual clothes become the trend of the whole society.

In particular, the 90s neutral fever craze made their plaid and jeans the favorite of the Grunge school, and Gap quickly occupied the fashion market.

At the same time, Gap's highly respected brand style is ubiquitous, inexpensive, trustworthy and not shocking. A simple and basic image is also a great fit for the common people's desire to "dress normal".

This can also be seen from Gap's early TV advertisements: a group of young people dancing and dancing on the stage without background. They are young and energetic, but they are not too ignorant, ignorant, simple, bright and clean.

This invisibly draws the distance between consumers and brands.

However, with the change of the times, the demand of consumers has also changed. People begin to pursue the trend of youth in general, and the rise of other fast fashion brands also makes the competition faced by Gap gradually increase.

Gap has fallen into a confused period under pressure, and has entered the stage of wandering and swaying from its consistent style. Following the imitation of everyone in the industry, it now blindly follows and emulates others, keeps up with the trend, limits itself with others' labels, and even once is suspected of losing creativity.

The consequence of this is that instead of being wrapped up in new consumer groups, they lose their loyal customers.

Gap2017 TV advertising

Fortunately, however, in the new advertisement, GAP seems to have realized the seriousness of losing itself, and has chosen to "return to its essence" in readjusting strategy, returning to its inherent tradition and constantly challenging itself.

For example, in marketing, they no longer focus on celebrities as brand spokesmen, but also choose ordinary people who agree with brand image in the whole country. And the design has begun to return to the simple style, easy to handle and comfortable style.

Gap hopes to redraw the lost customers back through a series of initiatives to remark the ideas that they have pursued over the years.

More interesting reports, please pay attention to the world clothing shoes and hats net.