Good news from a brand that has had its fair share of problems over recent years. The current “Born to Fit” premium jeans launch for Gap is certainly arresting…not just for the product and the genuinely integrated nature of the communications campaign but also through the distinctive creative treatment and the celebrity endorsements.
“Born to Fit” has broken through my sophisticated and well-oiled defensive mechanisms. This is unusual but it has resulted in putting Gap back on my brand-list.
gap.com
As marketers, we often find it easier to criticize than to construct but I think that Gap deserves praise for the holistic nature of this launch:
– it’s a big new product idea
– it is executed with flair and confidence
– it is overlaid with celebrity endorsement
– it utilizes many of today’s digital hot buttons
Wow!! This is like Gap rediscovered how to market, how to brand and how to behave like a leader.
We will not know for some time just how successful (or not) the BTF campaign is. A lot can still go wrong but at this stage as at August 19th, all I can say is “praise where praise is due”. I might even take a wander into one of their stores – that hasn’t happened for many months and isn’t that the ultimate sign of success?
Simon Williams
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It’s great to hear the campaign has been so well received. We are actually responsible for printing most of the instore items for it, including the standing jean’s fit boxes (which we also engineered) and the large window clings that cover the stores’ exterior.
From what we’re told, the campaign has been the success GAP has needed.