The Gap has struggled recently and in an attempt to reverse slumping sales has launched a new campaign. Gap’s new campaign is described in this Business Insider article while this December 5 article talks about Gap’s previous campaign that failed.
Discussion Questions:
- After reading the two articles, do you think the new campaign will succeed? Why or why not?
- The old campaign entitled “Dress Normal” was designed to encourage consumers to dress normal and be confident in who they are. Why do you think this campaign failed?
- Do you think fashion brands need to have “aspirational” advertising? Why or why not?
Clow/Baack 