Gap: The Extended Marketing Mix – Promotion
Gap built their ‘specialist’ brand through pioneering advertising campaigns – from the groovy graphics and catchy jingles of the 70s to those endorsed by celebrities and enhanced by music moments. Over the decades’ Gap consistently innovated; engaging and entertaining with iconic radio, televised and printed advertising that has become the stuff of legend.
By the 1980s Advertising was big business. Technology massively impacted on the TV industry; cable allowed companies to advertise globally. VCR allowed people to record favourite shows whilst the remote allowed them to fast-forward or switch channels through commercial breaks; Gap marketeers rose to these new challenges.
To boost its brand, Gap released star-studded, jingle-filled commercials which made khakis and corduroy pants some of America’s most-wanted products and Gap evolved; making its first acquisition – Banana Republic, launching Gap Kids and ending the decade with a new logo. But as the 1980s closed, the world was about to be connected by media and technology on a scale few could have imagined.
80s Gap ads starred models and entertainers including Kim Bassinger and Cindy Crawford. But it was the 90s that saw Gap roll out killer campaigns that defined a decade. Aerosmith, The Red Hot Chilli Peppers and LL Cool J are among those who starred.
LL Cool J’s commercial was particularly well received; the star freestyle rapping whilst plugging “easy fit jeans”.
Vogue’s 100th Anniversary Special cover, was a coup for Gap “casual sportswear was all the rage,” editor, Anna Wintour, would later write, “so our ten ‘supermodels’ sported white shirts and jeans.” The supermodels were clad head to toe in Gap.
The 90s saw Gap partnered with Mattel at the height of Barbie’s popularity with co-branded dolls clad in full Gap ensembles.
Meanwhile Sharon Stone stunned wearing a Gap turtleneck to the Oscars. This simple look is still considered one of the most noteworthy Oscars outfits of all time.
Gap continued to be cool in the 2000s, Madonna, and Missy Elliot teamed up for a TV commercial which was such an event a 75-second director’s cut aired on VH1.
An off the wall commercial saw Daft Punk star alongside Juliet Lewis; Daft Punk dressed, as robots, wearing Gap whilst Juliette Lewis shimmies in front of them.
However this last decade witnessed a seismic shift in communication brought on, by technological advancements and increasing pressure from consumers for improved transparency and higher social and ecological standards. A celebrity in a sweater is no longer enough.
“We use a variety of marketing and advertising mediums to drive brand health, customer acquisition, and engagement. We leverage our growing customer database and respond to shopping behaviours and needs with personalized content across email, site, and digital media to drive relevance and urgency. Our diversified media mix spans traditional to digital to social media. We focus on productivity of marketing investment to drive increased effectiveness.” (Gap Inc, 2019)
Social media is massive in terms of how brands are consumed. While time-consuming traditional campaigns were tried, tested and approved by executives and agency bosses, today’s messaging is instantaneous allowing more space for errors and missteps.
Gap’s Tweet, a message of solidarity during the recent US presidential election.
The one thing we know, is that together, we can move forward. 💙❤️
Perhaps the message was well-intending, calling for people to put aside their differences and stand together. However, the message wasn’t just about unity, it was also about sweatshirts. Gap used the political climate to advertise a red and blue sweatshirt.” (Beausoleil, Michael 2020)
Over the decades Gap have consistently innovated, catching the zeitgeist and evolving promotional efforts to satisfy the faithful and onboard the next generations. But while the wheel of fashion and technology speeds up attention for the brand has waned as the high street moves online and options for fast fashion proliferate.
Gap’s recent advertising has drilled down on diversity, sustainability and inclusion, notably the back-to-school advert showing a girl modelling her Hijab. In 2020 Gap announced a blockbuster deal with Kanye West. Journalists reporting the big news invariably asked “Can Kanye West save the Gap?’ [Elan, Priya 2020]
IMAGES: Figure 1: Gap.Inc, 2020. History Available at: https://www.gapinc.com/en-us/about/history [Accessed 7th January, 2021] Figure 2: Megan (n.d.) Michael J. Fox wears the gap pocket-t in back to the future [Photo] Available at: https://i.pinimg.com/originals/c4/2f/11/c42f119d321980a5eae7ed983d046859.jpg [Accessed: 4 January 2021] Figure 3: Borrelli-Persson, 2020 [photo]. 1992 Vogue’s 100th Anniversary Special. “Then, casual sportswear was all the rage,” the magazine’s editor, Anna Wintour, would later write, “so our ten ‘supermodels’ sported white shirts and jeans.” Photographed by Patrick Demarchelier, Vogue, April 1992 (Borrelli-Persson, 2020) Available at: https://www.vogue.com/slideshow/the-gangs-all-here-7-iconic-group-model-vogue-covers-photos [Accessed 9th January, 2021] Figure 4: Gap.Inc, 2020. History Available at: https://www.gapinc.com/en-us/about/history [Accessed 7th January, 2021] Figure 5: Murray, Rheana, 2015. [Photo] Can Gap Keep Up Its Extreme Sales Strategy? Available at: https://www.racked.com/2015/4/22/8463011/gap-banana-republic-sales-promotions [Accessed 9th January, 2021] Figure 6: The Gap App (screenshot from my Iphone) and promotional image from the website (Gap Inc. (n.d.) Available at: https://www.gap.co.uk/gap-gapplus.html [Accessed 9th January, 2021] Figure 7: Beausoleil, Michael 2020 [photo] Gap’s Political Tweet Proved the Brand Has Nothing Left to Say (Beausoleil, Michael 2020) Available at: https://medium.com/datadriveninvestor/gaps-political-tweet-proved-the-brand-has-nothing-left-to-say-3a512f80f6c3 [Accessed 11th January, 2021] Figure 8: Screenshot from Gap UK Facebook page Available here: https://en-gb.facebook.com/gap [Accessed 18th January, 2021]
A Gallimaufry 
