Gap, the renaissance

Go figure. Gap, long forgotten by the young and fashionable is selling clothes again. In fact, the retailer is the biggest comeback story this year. To support the significant momentum, Gap amps up its advertising with its most expansive global campaign ever. According to CMO Seth Farbman (former Ogilvy worldwide managing director), “Back to Blue means getting back to what matters most – our truest selves, when we are most comfortable in our own skin.“ The campaign wrangles some trendy talent—model/actress Dree Hemingway, and HBO’s Girls’ Adam Driver to sport the fall staples for Dutch fashion photography duo Inez and Vinoodh (our favorite fashion photogs of late). The retailer also has released its first TV spots since 2009 (see separate posts). Not surprisingly, the social media effort is mega. Along with various partnerships (teaming up with blogs Refinery29, FabSugar, Lookbook and Rue on its Styld.by platform) frequent posts and special features on Facebook, Twitter, Pinterest and Instagram, there is also a heavily promoted Tumblr contest in which customers can create there own content illustrating their take on “Back To Blue.” The campaign was handled by Peterson Milla Hooks. All very sharp, creative and involving. The brand was also the first to buyout all of Tumblr’s advertising for one day. Really is nice to hear the giant retailer is faring better and investing in its own brighter future. We only hope they are truly comfortable in their new more stylish skin. We missed you…