Tuesday, February 27, 2007

Fall Into The Abyss.


Gap can't stop the bleeding. Same store sales fell again—7%—in their fourth quarter which ended Feb. 3rd, and the chain continues to hemorrhage executive level employees. What's/Who's to blame? For years now, Gap's advertising positioning has been—what?—celebrities. Madonna...Sarah Jessica Parker...Spike Jonze directs...Rock Musicians....dead dancing Audrey Hepburn...then the (yawn) red campaign...which uses...red hot celebs...Meanwhile, the neatly-folded clothes just sat there...not really changing much at all...And how many celebrities do you think shop at The Gap?
previously in fashion:
1. What's Italian for 'Tw*t'?
2. Gays don't shop Daffy's.
3. DEAD is the new BLACK.
4. Uniqlo antelope.
5. It's Reindeer Season at Banana Republic.

12 Comments:

Blogger Make the logo bigger said...

"And how many celebrities do you think shop at The Gap?"

Just the ones the Gap pays to.

9:18 AM  
Anonymous Madonna said...

I always shop there. And Lola and Rocco just love it. Guy doesn't think it's manly enough, though.

9:30 AM  
Blogger Chris said...

God, I hate this campaign. Thank you, CR. I feel retard(ed) everytime I see these.

9:34 AM  
Blogger dancing at gunpoint said...

How many pairs of pleated khaki pants really need to circulate on the free market?

9:36 AM  
Blogger New York Punk said...

...and BO(RED)

10:46 AM  
Anonymous Anonymous said...

Hmmm...James Blount? Michael Bolton? You know, the really innovative types.

1:44 PM  
Anonymous Anonymous said...

I shopped at the Gap back when I was 15 and lived in Michigan. I can't stand the place. Always the same boring crap. And this whole (RED) campaign is obnoxious. I don't think the parentheses were even remotely necessary. I always read "DESI(RED)" as "desi red" and have to adjust my eyes. Stupid, stupid, stupid. Gap Inc. sucks.

3:30 PM  
Anonymous Anonymous said...

I liked the ad that hinted at Christy Turlington's sweet rack. What a MILF.

5:52 PM  
Blogger Lucia Toledo said...

Well, somebody forgot that fashion direction and business direction were joined at the neck, right?

7:16 PM  
Anonymous factster said...

useless red fact:
sometime my stool is bloody.

10:07 PM  
Blogger Ron Elizondo said...

I'm getting a betting ring up, on how much time it'll take Gap to get its flawed tactics.

They keep tackling the "Internal/Essential" problems with sense-less and surface marketing and advertising campaigns. They need to go down to the root of the problem, whatever it might be.

Some ideas: stop being a "basic clothing" store, innovate your clothing lines, consider a possible saturation in the "basic clothing" department (I mean how many times do you need to get black and white shirts with Khaki pants?)...

Hopefully they'll get it soon, they have a good brand to actually turn it around.

Cheers,
Ron E.
http://www.brandcurve.com

9:04 PM  
Blogger Harry+ said...

I still can't forgive them for bringing that swing music fad 10 years ago.

1:31 PM  

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