Gap’s New Campaign Embodies Optimism and Energy at Core of Brand
Innovative Digital Experience Brings Product to Life in a Fresh Way
NEW YORK, February 14, 2012 – Reflecting a strong, optimistic point of view, Gap’s new global marketing campaign celebrates the vibrancy of its spring product while expressing some of the many interpretations of what it means to “Be Bright” in the modern world —from how a person approaches life and expresses their individuality, to how color can evoke a mood or shape an outlook. Launching with its Spring 2012 collection, which is rooted in colored denim and khakis, this is the first creative expression of “Be Bright,” which will show up in various ways in each market globally going forward.
“Be Bright speaks to what has always been the heart and soul of Gap—casual American style that’s relevant for today and rooted in optimism,” said Seth Farbman, Gap’s Global Chief Marketing Officer. “We’ve been infusing a new energy and confidence into our product and how we express who we are to our customer. It started with our 1969 jeans and premium black pants and continues this spring with our colored denim and khakis.”
At the heart of the campaign is Styld.by – a first-of-its-kind digital collaboration between Gap and six well-respected fashion and lifestyle blogs including Refinery29, WhoWhatWear, FabSugar, Lookbook, Rue and MOG. Using key women’s items of the season like the Always Skinny Cropped Jean and Broken-in Straight Khakis, each of the six partners styled unique looks from their point of view, truly exemplifying how to “Be Bright” this spring. The looks will live on the partners’ sites within a Gap branded experience where people can get style inspiration, learn about the products featured, and click to purchase right from the experience. Styld.by can also be shared on Facebook, Pinterest, Tumblr, Twitter and Stumbleupon, creating a dynamic social experience.
“Styld.by is an evolutionary way to take the idea of a traditional catalog and deliver it in a way that encourages people to engage with it in a place where they’re already spending their time, like fashion blogs and music sites. By asking our partners to curate our favorite pieces in a way that’s relevant to them, we’re giving consumers more than just our point of view,” added Farbman.
Styld.by is first launching in North America, with plans to expand the experience globally. Additionally, in North America, the spring “Be Bright” campaign appears in the March issues of national magazines including Vogue, Lucky, InStyle, Glamour, GQ, Men’s Health, Rolling Stone and Nylon and outdoor in key markets including New York, Los Angeles, San Francisco and Chicago. It also appears in Gap stores nationwide, on Gap.com and Gap’s social media properties. “Be Bright” was developed in partnership with Ogilvy and Styld.by was developed in partnership with AKQA.
Spring 2012 Collection
The women’s collection bursts with color in variety of brightly hued jeans and khakis, including the Always Skinny Cropped Jean ($69.95) in fuchsia, surf pipe, lilac and rose and the Broken-In Straight Khakis ($49.95) in hot coral, active blue, dried fig, greenway and blue sky. The newest fit is the Sexy Boyfriend ($69.95), a modern take on the boyfriend jean. Featuring a low rise, relaxed fit through the hip and thigh, and a narrow, tapered leg, it’s a sexy jean that comes in a clean, dark wash and a more relaxed, worn-in wash.
Gap’s colored bottoms pair with striped tops and knits, like the Perfect Oxford Shirt ($49.95), Gingham Shirt ($49.95), Striped Dolman Sleeve Tee ($24.95) and the Striped Crewneck Sweater ($49.95). Dresses take shape in versatile weekday-to-weekend styles, like the Chambray Bib Shirt Dress ($69.95) and the Denim Shirt Dress ($69.95), and outerwear ranges from statement pieces like the Bright Ponte Blazer ($79.95) in pomegranate and green to fresh silhouettes in neutral hues like the Cropped Trench Capelet ($98) and Leather Moto Jacket ($298). Accessories complete the look and include printed scarves, cork wedges, oxford shoes and totes in color-blocked canvas and citrus-hued leather.
The men’s collection also incorporates color into jeans and khakis with the Skinny Fit Jeans ($69.95) in French blue, olive and red and the Denim-Washed Garment Dye Khakis ($59.95) in deep cobalt, cedar green, red rose and vintage wine. Men will also find color-infused tops, sweaters, and outerwear that can be easily layered to create perfect springtime looks. The Solid V-Neck Tee ($16.95) and the Solid Crewneck Tee ($16.95) come in a wide range of colors like bright orange, coral, royal teal, purple fig and green, and the Striped T ($19.95) comes in navy, cider and green. Outerwear includes neutral hues that complement colorful jeans and khakis like the Classic Tailor Fit Blazer ($108) in chino, the Four Pocket Nylon Jacket ($98) and the Leather Patch-Pocket Shirt Jacket ($398).
Little ones can be bright this spring with a vibrantly-hued collection for girls and boys alike. For girls, super soft Colorpop Skinnies ($29.95) come in colors like calypso, purple muse and ballerina blue, and pair with matching chunky knit sweaters, sequined hoodies, striped tees, ballet flats and glittery belts. In a spin on the preppy menswear trend, the boys Straight Chino ($29.95) comes in colors like peninsula blue, crisp green and coral coast, and pair with gingham shirts, graphic tees and rugby striped polos.
About Gap Inc.
Gap Inc. is a leading global specialty retailer offering clothing, accessories, and personal care products for men, women, children, and babies under the Gap, Banana Republic, Old Navy, Piperlime, and Athleta brands. Fiscal year 2011 net sales were $14.5 billion. Gap Inc. products are available for purchase in over 90 countries worldwide through about 3,100 company-operated stores, about 200 franchise stores, and e-commerce sites. For more information, please visit www.gapinc.com.