Unwrapping Gap's ‘Gifted’ Holiday Marketing: Rekindling Tradition

Article Brief:

Gap has unveiled a new holiday marketing campaign today (Oct. 23), which revolves around self-expression and incorporates various themes associated with the term "gifted." This information was disclosed to Our Website.

Gap's latest effort involves collaborating with several talented individuals, such as Grammy-winning musician Alanis Morissette and author Jay Shetty and his wife, Radhi Devlukia-Shetty. The campaign highlights seasonal styles in a 60-second advertisement, reaching a wide audience through various platforms including digital media, out-of-home, video, social media, and Gap's own brand channels. Despite facing ongoing challenges in the business, Gap remains committed to promoting individuality, a core aspect of their brand positioning.

Article Insight:

Gap is preparing for the holiday season by enlisting a diverse group of brand ambassadors who embody the idea of individuality, which is a core element of the company's marketing strategy. The emphasis is on the joy of companionship and shared experiences. Additionally, the retailer is embracing its rich heritage by showcasing fresh styles that cater to multiple generations, a move that is aimed at expanding its customer base.

Alongside collaborations with Morissette, Shetty, and Devlukia-Shetty, the campaign showcases a diverse lineup of individuals. These include model Florence Huntington-Whiteley, Grammy-winning composer and songwriter Diana Gordon, Japanese model, actress, and singer Rola, the founders of chef collective Ghetto Gastro - Lester Walker, Pierre Serrao, and Jon Gray, Swedish model and designer Elsa Hosk together with her daughter, Tuuli, as well as model Sabina Karlsson along with her family.

The retailer's seasonal selection of apparel is highlighted in an anthem spot. Gap is placing a strong emphasis on a new exclusive knit called CashSoft, which has been claimed to be comparable to cashmere. Their focus also extends to denim and khaki clothing items such as the Men's '90s Loose Jeans and Baggy Khakis. This year, there has been a noticeable resurgence of retro styles, especially those from the '90s and early 2000s, in the retail industry. Gap's fall campaign draws inspiration from its archives, and "Gifted" has the potential to tap into consumer nostalgia from the brand's prime years.

During a challenging period for business, Gap's Q4 push comes at a time when their net sales have decreased by 14% year-over-year in the second quarter. The company attributes the majority of this decline to the closure of Yeezy Gap, the sale of Gap China, and foreign exchange difficulties. Excluding these factors, net sales saw a 4% decline compared to the same period last year. However, the holiday season could provide a boost for the brand, as consumers are projected to spend an average of $1,652 on gifts this year, surpassing pre-pandemic levels for the first time.