Poor Gap. They have been taking so much heat lately in the press for lack of vision and leadership and for being out of touch with today’s consumer. That said, Gap is a strong American brand that over the years has had some great advertising and should be able to make a come back.
That comeback started today.
Gap ran a wonderful spread ad today in the New York Times showing 4 young ladies in various states of drape. Draped baggy shirts, draped and tucked hair, rumpled khaki pants pulled up, pulled down. We are made privy to wonderfully sexy silhouettes thanks to exceptional art direction. The cropping of the models on the page, their poses and the color – a khaki patina that is so, well, khaki.
Huge breasts are not a distraction, no booty pictures, just semi- androgynous, tough but confident women wearing “the boyfriend” trouser. Even the headline and product name tell a story. Mark my words, these babies (the pants) and accompanying white shirts are going to fly off the shelves. I can wait for the TV.