In an attempt to secure the best season in years for the sluggish Gap, they are ready to roll out their fall print ad campaign and the pictures look fine. Why wouldn’t they? After all, they teamed up with Annie Leibovitz who couldn’t take a bad picture if she tried.
Seeking a boost the work (by Laird + Partners)
features black-and-white Leibovitz photos of celebritiesshowing off the fall
line. The range of updated classic items look fresh and new.
The campaign is running in September Vogue, Vanity Fair, Lucky, Interview and GQ. "We wanted a fresh take on the classics," said Jacquie
Lenart, Gap’s vp-marketing. "We want to reinvent classics that are true
to the Gap heritage with strong cultural heritage and wanted to focus
as much on product as well as person."
"We’ll have some very well known people and some
slightly less well known ones," said Lenart. "Sarah Silverman is the
sweet spot for us, in terms of age, and her sense of humor and her
Selma Blair in "The Deep V Sweater" $44.50
This is the first campaign from the company under new
president Marka Hansen, who replaced Cynthia Harriss in February. "One
of first things Marka said, is she wanted us to be focused on a
consistent demographic," said Lenart. "Our audience is around 24-34
with the sweet spot around 28."
Last week Gap appointed Glenn Murphy CEO who replaced interim CEO, Robert Fisher. According to Brandweek, Gap’s latest monthly sales numbers for June show a drop of 4%, continuing a trend it has been unable to reverse in recent years.