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:

  1. After reading the two articles, do you think the new campaign will succeed? Why or why not?
  2. 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?
  3. Do you think fashion brands need to have “aspirational” advertising? Why or why not?

About Dr. Donald Baack

Co-author of textbook.

Leave a Reply

Fill in your details below or click an icon to log in: Logo

You are commenting using your account. Log Out /  Change )

Facebook photo

You are commenting using your Facebook account. Log Out /  Change )

Connecting to %s