It Didn’t Work Before So, Let’s Do It Again: The Gap And More Celebrities
August 6th, 2007
• Once the most popular retailer the baby boomer generation shopped at, the Gap has, over the past five years, experienced a slow and excruciating decline in sales. Numerous name brand CEO’s have come in trying to inject their marketing magic, yet all have failed, even when the symptoms of the Gap’s decline –- fashion malaise, high-priced, low quality merchandise — are so obvious to all.
• Over these past years of sliding sales, the Gap has used celebrity endorsements as their advertising strategy in an attempt to “connect” with its target audience. That strategy didn’t work.
[youtube=http://youtube.com/watch?v=TQm20nTPoJ4]
• In a classic case of “advertising stubbornness,” –- it didn’t work before, so maybe it will work this time — the Gap is now introducing yet another new army of 12 (yes 12!) celebrities to be featured in a black and white print campaign to help pull up those sagging sales. Lots of luck!
