GAP GOES (RED) THIS HOLIDAY SEASON ON NYC’S 5TH AVENUE

SAN FRANCISCO – December 3, 2008 – Gap is bringing a little (RED) to the holidays in New York City by offering shoppers a full-suite of (PRODUCT)^RED gifts at its popular concept store on New York City’s 5^th Avenue. For the first time, (PRODUCT)^RED items from a variety of partner brands will be available for purchase under one roof.  Proceeds from the sale of (PRODUCT)^RED items benefit the Global Fund to help eliminate AIDS in Africa.

“As strong believers in what (PRODUCT)^RED  stands for, we felt it was important this holiday season to highlight the simple and powerful idea behind (RED) and inspire others to make a difference in the lives of people impacted by AIDS in Africa,” said Ivy Ross, executive vice president of Gap marketing. ”By bringing together all the (PRODUCT)^RED  brands for the first time, we’re creating a unique opportunity for consumers to purchase (PRODUCT)^RED  gifts in one store this holiday season.”

Gap’s (PRODUCT)^RED collection available at the concept store includes:

• World AIDS Day T’s [$24.50]
• (RED)UCE Nylon Tote [$10]
• Hats [$19.50-$29.50], Scarves [$19.50-$48] and Gloves [$24.50]
• Leather Jacket [$298]
• Hoodies [$48]
• Graphic T’s [$28]

The store will also feature a limited number of pieces from a special capsule collection of must-have accessories created especially for Gap’s (PRODUCT)^RED European collection by three of the most celebrated names in British fashion. This limited-edition collection will be available in the U.S. exclusively at the (RED) pop-up store on NYC’s 5^th Ave, in addition to select Gap stores in the UK and France. The collection will be available starting Dec. 6.

• MULBERRY – Mulberry’s inimitable Bayswater bag is re-worked in Gap’s signature sweatshirt jersey, softening its distinctive line and creating a playful new take on this modern classic. Featuring the Mulberry ‘postman’s lock’ and a bespoke medallion, the bag is available exclusively in the brightest red. [$150]
• WEBSTER/RM - a washed cotton oversized scarf created by the designer Roland Mouret, featuring an original artwork by James Webster. The scarf was first showcased as part of the inaugural RM collection and will be on sale for the first time. [$40]
• LIBERTY FABRIC - a pink printed frill trim tote in Liberty Fabric celebrates the season’s continuing obsession with floral prints, none more iconic than those created by Liberty Fabrics.[$40]

“We are thrilled to join forces with Gap and (RED) to support World AIDS Day with sales of this cute tote bag in one of our quirky floral prints,” said Kirstie Carey, Managing Director, Liberty Fabric.

The stylish store will also feature products from other (RED) partners, like new styles from Converse 1HUND(RED) Artists collection, which includes sneakers designed by internationally acclaimed artists from the worlds of music, art and fashion; Hallmark (PRODUCT)^RED cards, bags, gift wrap and Keepsake Ornaments; Susan Hanover’s (PRODUCT)^RED  limited edition cuff and bracelets; and Dell Studio laptops featuring (PRODUCT)^RED designs from renowned global artists Siobhan Gunning, Joseph Amedokpo, and Bruce Mau. A portion of the proceeds from the sale of all (RED) products goes to the Global Fund to help eliminate AIDS in Africa.

 

WHAT:            (RED)™ Pop-Up Holiday Store

WHEN:             Friday, Nov. 21 through Sunday, Jan. 4, 2009

                         Store Hours:     Monday – Saturday: 10:00 a.m. – 9:00 p.m.
                                                   Sunday: 11:00 a.m. – 7:00 p.m.

 WHERE:           680 Fifth Avenue (between 53^rd and 54^th Streets), New York

Gap’s Holiday Campaign

Gap’s (RED) moment is part of its larger holiday campaign, launched with the help of a diverse cast of actors, comedians and musicians adorned in Gap’s holiday collection full of classic winter styles in bright, bold colors and cozy holiday accessories. The campaign, which launched on Nov. 13, is centered on the concept of mixing items to create your own look for you and everyone on your shopping list.  The campaign includes star-studded ads with actors such as Mary-Louise Parker and Jason Bateman, a remix of traditional holiday carols featuring personalities such as Rainn Wilson, Flo Rida and Selma Blair, and a limited-edition Gap Argyle Cruiser created with Electra Bicycle Company, the perfect gift for adults and kids. 

About (RED) ^TM and (PRODUCT) ^RED™

(RED)’s primary objective is to engage the private sector in raising awareness and funds for the Global Fund, to help eliminate AIDS in Africa. Companies whose products take on the (PRODUCT)^RED mark contribute a significant percentage of the sales or portion of the profits from that product to the Global Fund to finance AIDS programs in Africa, with an emphasis on the health of women and children. Current partners are: American Express (U.K. only), Apple, Converse, Gap, Emporio Armani, Hallmark, Dell, Windows and Starbucks.  Since its launch in the Spring of 2006, more than $115 million has been generated by (RED) for the Global Fund. (RED) money is at work in Swaziland, Rwanda, Ghana and Lesotho. For more information, visit www.joinred.com

 

 

 

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